The Good Team: Carolyn Enting (Editor), Justine Jamieson (Commercial Manager) & Hemma Vara (Digital Editor)
Good won best Sales/Marketing Solution at the Webstar Magazine Media Awards on October 16 for its Ti Ora Tea Talks series, a partnership with the tea brand focused on wellness and living a good life.
The judges noted the efforts of Good’s commercial manager Justine Jamieson and the wider Good team for stepping back and analysing the market, before developing a multi-channel campaign. This campaign included in-person events, a podcast series, print media and a robust digital campaign across all of Good’s platforms.
After reviewing a detailed reader survey, the Good team recognised that its community wanted more wellbeing content.
With that insight, the team looked at ways to help educate readers and support them on their holistic wellbeing journey. The goal was to deliver engaging content, with real topics that encouraged authentic connection, as well as inspire people to live their best lives.
Good did just that, judging by the great feedback received about the personal impact that this series has made on its audience.
“I just wanted to let you know how much I enjoyed the function on Thursday night! I have battled with my anxiety and depression this last week, and it was like I had a moment of peace and was able to release some pain. I have been feeling so much better and just wanted to let you know how fabulous the evening was…” says an attendee of Good’s recent Ti Ora Tea Talk Harmonious Connection event.
The Ti Ora Tea Talks idea was born from Jamieson’s vision to inspire natural wellbeing by having intimate talks over tea; she believes many of her great ideas have arrived over a relaxing cup of herbal tea with friends.
Ti Ora was the natural choice for a partner. After meeting, both parties recognised a common intention to make a difference towards the wellbeing of New Zealanders. Good also loved that Ti Ora incorporates native plants within its tea blends and supports local charity Kiwis for Kiwi.
Ti Ora brand manager Sarah Warne says it was great to partner with Good for the Ti Ora Tea Talks series.
“We know the most meaningful and important conversations happen over a cup of tea – so together with Good magazine, our aim was to create a platform that encouraged people to take time out of their busy schedules, and have a moment for themselves to be inspired,” says Warne.
“Ti Ora, literally translates into “Tea of Wellbeing”, and Good, is a trusted brand that champions natural and sustainable products – it was the perfect partnership.’
“Right from the get-go Ti Ora Tea Talks was engaging and fresh – and the team were very nimble at adjusting during the challenging COVID-19 environment!”
The Good team prides itself on the ability to deliver thought-provoking native content that is delivered creatively throughout editorial. We choose to publish stories and co-create with brands who have meaning and are of interest to our readers.
Good offers solutions for businesses of all sizes to collaborate, whether through sponsorship or advertising: “it is all helping the conscious movement towards a better world”, says Jamieson.
The Ti Ora Tea Talks series is an example of how marketing spend can make a massive difference to people’s lives when used thoughtfully.
“Good holds an extremely trustworthy relationship with our readers. It’s a privilege that we care for with the utmost respect by only choosing to work with brands that are on the same mindful mission. Creative collaboration is the most energy-efficient and joyful way to do business,” says Jamieson.
“Co-creating is Good’s strategy to fund great content, grow community popularity, and help our conscious partners grow trust and market share in a world of mass choice.”
The team at Good is confident that the Ti Ora Tea Talk series has helped inspire change in people’s lives through caring for the wellbeing of themselves, their families, and community.
The Ti Ora Tea Talk series is still on a roll with its next sold-out event, Balanced Life, being held at Mantells Tamaki Drive on November 5, and an array of audio and video podcasts for people to enjoy at their convenience.