Traditional Medicinals

Client Overview

Traditional Medicinals is a purpose-driven herbal tea company helping people harness the power of plants through ethically sourced medicinal teas and botanical wellness products. With a strong U.S. presence, the brand set its sights on deepening engagement in the Canadian market, where storytelling rooted in wellness, sustainability, and cultural resonance was critical to growth.

Challenge

Despite strong alignment with Canadian consumer values, Traditional Medicinals faced low brand awareness and lacked cultural relevance in the region. To build deeper consumer connection, the brand sought a communications partner to increase visibility, trust, and advocacy among wellness-minded communities through strategic communications and influencer marketing.

Yulu’s Strategy

Yulu developed a comprehensive, multi-channel influencer marketing strategy designed to build authentic, long-term relationships with aligned content creators across Canada. By combining paid partnerships, in-kind collaborations, long-term gifting, and experiential activations, we helpedTraditional Medicinals to build a scalable network of trusted brand advocates.

Key Elements Included:

• Paid & In-Kind Influencer Marketing Campaigns
  We engaged a diverse range of macro, mid-tier, and micro influencers to create seasonal lifestyle content across Instagram and TikTok, showcasing how Traditional Medicinals supports everyday wellness and outdoor rituals.
• Sips of the Season: Long-Term Gifting Program
  This quarterly gifting initiative nurtured ongoing relationships with a core group of influencers, driving organic brand loyalty and consistent content creation. Each box featured curated teas and sustainable storytelling assets, deepening emotional and educational resonance.
• In-Person Brand Activation: Where Wisdom Meets Wellness
  Held during Mental Health Awareness Month in Vancouver, this exclusive event invited influencers to engage with Traditional Medicinals through a guided tea tasting, yoga session, and herbalist-led discussion – enhancing brand immersion and lifestyle alignment.
  
• Influencer Relationship Cultivation
  Our strategy approach to influencer marketing shifted influencer interactions from transactional t to authentic ambassadorship. Influencers began posting organically outside of campaign timelines, and some evolved into repeat collaborators – proof of both values alignment and strategic relationship-building.
• Influencer Relationship Cultivation
  Over time, we saw a measurable shift from transactional engagement to authentic ambassadorship. Influencers began posting organically outside of campaign timelines, and some evolved into repeat collaborators – proof of both values alignment and strategic relationship-building.

The Impact

• Engaged over 40 influencers through paid, gifted, and in-kind activations
• Generated 100+ pieces of content across Instagram and TikTok
• Event content from “Where Wisdom Meets Wellness” reached an estimated 179,000+
• Organic, unpaid mentions increased significantly over time
• Canadian market share rose by over $2 million, a 14% year-over-year growth

This program demonstrates how a layered, relationship-driven influencer strategy can achieve more than just reach – it can deliver trust, resonance, and long-term brand equity.

Services Provided

• Influencer strategy & execution
• Strategic communications planning
• Campaign & gifting concept development
• Event production & influencer hosting
• Messaging & copywriting
• Performance analysis & relationship management

Let’s Work Together

Looking to elevate your wellness brand through strategic influencer engagement and authentic brand activations? Call or email us to set up a call at hello@yulupr.com or +1 604-558-1656.