July 31, 2025
How to Turn Influencers into Powerful Brand Advocates
A Layered Influencer Strategy That Turned Transactions into Trust
As the wellness industry continues to grow, so does the need for influencer marketing strategies that go beyond one-off posts. Today’s most effective campaigns are rooted in authentic relationships, shared values, and long-term brand advocacy.
When Traditional Medicinals, a leading herbal tea brand and certified B Corp, wanted to expand its footprint in Canada, it partnered with Yulu to build a tailored influencer strategy that would strengthen community engagement and boost cultural relevance.
Read the full Traditional Medicinals case study →
The Challenge: Low Awareness, High Alignment
Despite a strong U.S. presence and clear alignment with Canadian consumer values around wellness, sustainability, and ethical sourcing, Traditional Medicinals faced two challenges in Canada:
- Limited brand recognition
- A need for localized, values-based storytelling to resonate with wellness-minded Canadians
The brand needed more than visibility; it needed emotional connection and trust.
Yulu’s Multi-Layered Influencer Marketing Approach
Yulu designed and executed a comprehensive influencer marketing campaign that combined paid content, organic gifting, and real-life experiences. The goal: to turn Canadian creators into long-term brand advocates.
Paid & In-Kind Influencer Campaigns
We collaborated with macro, mid-tier, and micro influencers across Instagram and TikTok, capturing seasonal wellness rituals and outdoor moments that showcased the everyday relevance of Traditional Medicinals’ herbal teas.
A taste of the content created:
Sips of the Season: Long-Term Gifting
This quarterly program nurtured consistent content creation and deepened emotional resonance. Curated tea boxes and storytelling assets helped influencers organically integrate the brand into their wellness routines.
In-Person Activation: Where Wisdom Meets Wellness
To mark Mental Health Awareness Month, Yulu hosted a brand immersion event in Vancouver, featuring guided tea tastings, a yoga session, and a herbalist-led talk. Influencers left with lasting memories and meaningful content.
Relationship-First Approach
By prioritizing long-term creator relationships over transactional posts, we saw organic mentions grow and repeat collaborations emerge, proof that this strategy built real trust and brand love.
Campaign Results: Wellness Meets Impact
- Engaged 40+ influencers through a mix of paid, gifted, and in-kind activations
- Generated 100+ pieces of content across Instagram and TikTok
- In-person event content reached an estimated 179,000+ users
- Significant increase in organic influencer mentions over time
- $2M+ growth in Canadian market share (14% year-over-year increase)
Why This Influencer Strategy Worked
Today’s wellness consumers are savvy. They don’t just want products, they want stories that align with their values. Our layered, purpose-led influencer strategy helped Traditional Medicinals:
- Create cultural resonance in a new market
- Amplify purpose led messaging
- Build a community of long-term brand advocates
- Drive measurable impact and year-over-year market growth
Let’s Work Together
Looking to elevate your wellness brand through strategic influencer engagement and authentic brand activations?
Email us at hello@yulupr.com
Or call +1 604-558-1656