Magic Hour
Magic Hour tea creates handmade organic, fair-trade teas with a mission to connect the world through tea ceremony, featuring a range of teas focused on supporting every area of wellness and beauty. As a small business, Magic Hour had a cult-following in its home state of California, but needed to boost national awareness of the brand, showcase their organic and fair-trade products and tell the brand’s heart-filled mission in a compelling way.
We began by engaging top-tier consumer, lifestyle, food and health / wellness outlets, bringing awareness to the brand and excitement to Magic Hour’s new products and best-selling items. We crafted timely pitches, distributed press release and executed mailer campaigns surrounding trending media moments such as Mother’s Day, National Sleep Month, holiday gift guides and New Year, New You. We also created and hosted a unique virtual event called Tea, Tarot & Transformation that offered editors the opportunity to share their wellness goals with us, receive a custom tea package based on those goals and then get a tarot reading live. Finally, we leveraged our proprietary Interviewed technology to consistently monitor ways to interrupt the news cycle and insert the brand into trending stories.
Within the first 20 months of the partnership, Interdependence secured more than 108 placements and 2.11 billion media impressions across top-tier outlets.
Tasting is Believing
Sent custom product packages to over 100 editors from key outlets such as TODAY, PEOPLE, CNN, Forbes, Reader’s Digest, and Women’s Health to support authentic editorial reviews
Secured Prominent Award
Identified, submitted, and coordinated the brand for Good Housekeeping’s 2023 Awards and secured them for the Best Kitchen Gear, Coffee, and Tea Awards
Editor Activation Event
Conducted tea ceremony event with 33 editors, securing 15 national media placements and 630.1 million impressions
Ad Value
Earned an AVE of $19.58 million for the brand
See increases of 300-400% in conversion rates powering far more media placements.
