Pukka Herbs

Building Year Round Relevance Through Seeding and Influence

How do you stay relevant all year, not just in one campaign moment?

Pukka needed to move beyond one time activations and build continuous visibility across different audiences and moments. The goal was to create authentic engagement through creators, while also scaling reach and impact over time.

18.6 M
Views
52
Profiles activated
134
Content pieces
4.40 €
Avg CPM

Organic CPM around €16 vs benchmark of €25

Insights & strategy

One moment does not build a brand. Consistency does. Instead of focusing on one big push, the strategy was built around an ongoing presence. By combining layered seeding with a paid influencer campaign, Pukka could show up across different moments, audiences and contexts throughout the year. Different personas required different entry points. From office culture to gifting moments and everyday routines.

Creator approach

Creators were activated across both seeding and paid campaigns, each with a role. In seeding, creators shared personal and authentic experiences with the product, tailored to their own lives and moments. In the paid campaign, creators developed more structured content aligned with key moments throughout the year, while still maintaining their own tone and style. This balance ensured both authenticity and consistency.

The setup

The campaign combined two strong layers.

First, a structured seeding approach with four levels:

Community giveaway
Creators activated their audience by giving away Pukka packages, driving engagement and reach.
Office tea
Pukka was introduced into office environments through curated packages for business profiles, including branded experiences tailored to teams.
Pukka loves you
Personalized gifting moments tied to real life events, making the brand feel thoughtful and relevant.
Experience at home
A full at home experience where creators could host their own moment with friends or family, guided by a Pukka ambassador.

On top of that, a paid influencer campaign ran from May to December in multiple flights.

Each flight focused on a different moment:

Mother’s Day gifting
Summer moments with tea based cocktails and mocktails
Autumn visibility with creative freedom
Holiday focus through the advent calendar

This created continuous visibility across the entire year.

This was not driven by one viral moment. The strength came from the combination of seeding and paid, spread across the year. Pukka stayed visible across different audiences, different moments and different needs. High impact was achieved with efficient budget use by balancing organic engagement with paid scale.