Submitted by Scooperz

Pukka Herbs Year-Round Creator Seeding and Paid Flights

Influencer Marketing

Scooperz combined layered seeding with a May to December paid influencer campaign for Pukka Herbs, and the agency reports 18.6M views from the always-on creator programme.

18.6MViews
4.40Avg CPM

Case in 60 seconds

Pukka Herbs needed relevance across the whole year, which is hard for tea because it shows up at work, at home, during slow mornings and in gifting moments rather than at one occasion.

Scooperz treats tea as personal, so the work had to place Pukka inside creators' own daily lives rather than force one big campaign moment, because relevance for a habitual product comes from repeated presence across occasions.

An always-on creator presence built from layered seeding running alongside a paid influencer campaign from May to December, so that Pukka stayed continuously visible rather than peaking around a single campaign moment.

Creators received Pukka through four seeding formats, Community Giveaway, Office Tea, Pukka Loves You and Experience at Home, while paid flights covered Mother's Day gifting, summer tea cocktails and mocktails, autumn routines and holiday advent calendar content.

Scooperz reports 18.6M views and a €4.40 avg CPM from 134 content pieces across 52 profiles activated, which the agency is efficient reach and year-round presence for the brand.

Strategy Breakdown

Tea drinkers across different routines, audiences and moments, reached through creators in different niches at work, at home, in team and business settings and around gifting occasions.
Tea is drunk across many routines and occasions rather than at one moment, so a single campaign moment would reach only one slice of how people use it, which is the condition Scooperz built the always-on approach around.
Pukka is placed inside creators' daily lives and real-life occasions rather than presented as the subject of one campaign moment, with packages, personal gifts and hosted moments giving the brand a place in those routines.
Scooperz says each format gave creators a clear reason to share while keeping the content personal and natural, so the seeding lowered the effort of posting rather than depending on paid briefs alone.

Creative & Execution System

Partners

  • Scooperz

Participation mechanic

  • In the Community Giveaway format creators activated their own audiences with Pukka packages, and in Experience at Home creators hosted a Pukka moment with friends or family, guided by a Pukka ambassador.

Results & Evidence

MetricValue
Views18.6M views
Avg CPM4.40
Profiles Activated52 profiles activated
Content Pieces134 content pieces

Why Scooperz's strategy worked

  1. 1

    Giving each seeding format a clear reason to share, whether a giveaway, an office package, a personal gift or a hosted moment, lets creators post about a product in their own voice rather than to a script.

  2. 2

    Pairing seeding with paid flights splits the work between two routes, because the page credits the seeding with authenticity and the paid flights with scale, so neither route has to carry both jobs.

  3. 3

    Tying paid flights to a calendar of seasonal occasions, from Mother's Day gifting to the advent calendar, keeps a habitual product visible at everyday rituals as well as at high-intent gifting moments.

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