Plant Wisdom Collective was created to reintroduce herbal wellness to a modern, digital-first audience by making credible herbal medicine education accessible, engaging, and empowering. In a wellness landscape often dominated by trends and oversimplification, Traditional Medicinals aimed to shift the conversation by centering science, tradition, and transparency while meeting audiences where they already consume content: online.
The campaign’s goal was to make herbal knowledge approachable and actionable. By offering a free, expert-led educational experience, Plant Wisdom Collective invited people at any stage of their wellness journey to explore herbs with curiosity and confidence. It also aimed to build trust by highlighting the people, practices, and sourcing behind high-quality herbs, bridging centuries-old wisdom with modern scientific rigor. The campaign encouraged active participation through interactive elements such as quizzes, hands-on tea kits, and a certificate of completion, deepening engagement and supporting ongoing learning.
Anchored by a four-part video series led by Traditional Medicinals’ in-house herbal experts, the campaign positioned the brand not just as a product provider, but as a credible educator and cultural steward within wellness. By combining storytelling, interactivity, and education, Plant Wisdom Collective fostered meaningful relationships with audiences that are rooted in curiosity, confidence, and connection to plants, while reinforcing Traditional Medicinals’ 50-year commitment to Herbs for All.
The Plant Wisdom Collective was born from a shared vision to make high-quality herbal education accessible, engaging, and inspiring for a modern, social-first audience. Traditional Medicinals aimed to create a digital experience that went beyond product promotion, empowering people with practical knowledge and confidence to explore herbal wellness in their daily lives. To bring this vision to life, a small, dedicated team worked collaboratively across marketing, PR, creative, R&D, legal, and more combining expertise to deliver a series that is both educational and engaging.
The first step was identifying our two main spokespeople, herbalists Guido Masé and Taryn Forrelli, whose knowledge, credibility, and approachable teaching styles became the backbone of the series. Together they guided viewers through a journey that included short, digestible lessons as well as deeper dives into key herbal allies, preparation techniques, and the science and traditions behind plant medicine. Each video was designed to meet viewers where they already consume content, blending authority with warmth and accessibility.
To create a professional and visually compelling series, we converted a conference room at our headquarters into an herbal-infused podcast studio. The space featured soundproofing, professional microphones, and abundant jars of medicinal herbs, creating an environment that felt authentic, inspiring, and educational. The small team behind the project managed every detail, from set design and filming to professional editing, ensuring that each video was polished, immersive, and aligned with Traditional Medicinals’ standards of excellence.
With a modest budget and tight timeline, social media strategy became a critical driver of success. The team executed teaser campaigns to spark curiosity, trend-driven content such as “5 Signs You Were Meant to Be an Herbalist,” and a collaboration with actress and herbal enthusiast Nikki Reed to amplify reach authentically.
Despite challenges of time, budget, and scale, the campaign achieved strong results. Plant Wisdom Collective reached over 503,000 social impressions and generated 39,000 engagements, building a community of learners who shared their wellness journeys and explored additional resources. Beyond metrics, the series strengthened Traditional Medicinals’ position as a trusted thought leader in herbal wellness and created a framework for future social-first educational initiatives.
The Plant Wisdom Collective is more than a video series. It is a movement to make herbal education inclusive, inspiring, and practical for anyone curious about wellness. By combining cross-functional collaboration, creative social strategy, expert-led content, and interactive engagement, the team created a campaign that not only reached audiences but deeply engaged them, showing that social media can be a powerful platform for meaningful wellness education.
The Plant Wisdom Collective reached over 500,000 social impressions and generated 39,000 engagements, proving that audiences respond to educational, social-first wellness content. The campaign established Traditional Medicinals as a trusted authority in herbal education, created a high-quality social infrastructure for ongoing thought leadership, and delivered deeply engaged, high-intent audiences who value learning over transactional content. Partnering with Actress and Activist Nikki Reed amplified reach while keeping education at the core, and the interactive elements, including quizzes and a certificate of completions, converted viewers into active learners.
