Client:
Industry:
Tea
Business Model:
Online publication
Location:
Number of Employees:
1-10
Services Used:
Date:
Context
Dan Bolton is the media mogul behind Tea Journey magazine and Tea Biz blog and podcast.
Dan distinguishes himself as a leading voice in the global tea industry. He has an extensive network and great skill in producing content. Tea Biz's strong content leverages Dan's network and skill.
Goal
Dan wanted to promote a noteworthy article to interested audiences.
Approach
Steeped Content focused on promoting Tea Biz's content to interested audiences. These pieces of content engage, inspire, and resonate with tea professionals in India.
Mackenzie examined Tea Biz's blog posts and podcast episodes. Episodes featuring India's tea leaders got flagged as potential opportunities. Specific content was then shortlisted based on expected national interest.
Steeped Content and Dan Bolton selected a podcast segment for promotion. It featured Rudra Chatterjee, the Managing Director of Luxmi Group. The Luxmi Group owns many tea gardens, including Makaibari Tea Estate. Makaibari is a national treasure of India.
This podcast segment became the focus of Steeped Content's Facebook marketing efforts. Steeped Content created a Facebook targeting campaign. Optimizing the campaign for success involved testing creative assets (i.e., images) and copy (i.e., ad text).
Results
$0.02
5,684
342,970
522,252
“Mackenzie ran a campaign promoting Tea Biz’s content, and she achieved a cost per click (CPC) of $0.02 for my campaign. The campaign produced 5,684 clicks, reached 342,970 people, and generated 522,252 impressions. I was proud.”
Dan Bolton
Editor and Producer, Tea Journey and Tea Biz
