Brand awareness building through engagement through engagement Lipton Ice Tea Raspberry product launch
Brand awareness building
through engagementthrough engagementLipton Ice Tea Raspberry product launch
Agenda
•Assumption,
••Challenge,
•Execution,
•Results.
Agency task
•Digital strategy development, supporting the new
Lipton Ice Tea flavour launch on the market: Lipton Ice Tea flavour launch on the market:
Raspberry.
Target group
We had to learn and start
speaking „youth tongue”….
Communication objectives
• To build the new Lipton Ice Tea Raspberry awareness
among the target group,among the target group,
• To build the new Lipton Ice Tea Raspberry image as a
positive and optimistic sub-brand, close to the youth’s world,
• To convince the target group to try the product and share
their experience with their friends.
Challenge
•To involve the young consumers into the new Lipton
Ice Tea Raspberry through building the experienceIce Tea Raspberry through building the experience
with the brand’s world and „drink positive” brand
philosophy.
Execution
Key message
Raspberry –Raspberry –
the most positive fruit☺*
*Selected by consumers during the market research
Timing
•Campaign had been run since June till the end of
December 2010,December 2010,
•Four stages: teaser and 3 „positive-theme” flights.
We staked on engagement…
Digital Ecosystem
Facebook.com/liptonceteapl
FanPage:
Communication+Contests
Liptonlcetea.pl/Contest
Liptonicetea.pl
Brand website
Ads
Liptonlcetea.pl/Contest
Promotion mechanismWidges and
applications
Dedicated webspecial
www.liptonicetea.pl
Fanpage on Facebook
Landing Page on Facebook
What was communicated…
We introduced the
Raspberry☺
Positive Raspberry Manifesto
We were recruiting fans through
Positive Applications
We were talking positive☺
Summer holidays Leisure
Positive
attitudeWeather Positive plans
Lipton Ice Tea☺Raspberry Manifesto
Lipton Ice Tea☺
And after the warm-up…
Positive campaigns around the
„positive-themes”
WEEKEND
MUSICFILM
MUSIC
„Positive Film” Manifesto
„Positive Music” Manifesto
Each campaign flight was preceding by the Positive
Manifesto introducing the following „positive-themes”
„Positive Weekend” Manifesto
Thematic contests
For bloggers
Top 10 for the usersTop 10 for the users
You could win
Positive Prizes☺
Positive Applications☺
Positive Content☺
Lipton Ice Tea reading room
What were we talking about?
ApplicationsPositive
music☺Positive themes
Methodes for the Contests
Lipton Ice Tea☺Raspberry
superproductions
good humourPositive Manifesto
Facebook activations were supported
by the advertising campaigns
Facebook Ads
Facebook Ads
Display campaigns supporting the contests:
GG, Ipla, O2
Results
The crucial KPI for us was the number of interactions
amounted to 2.000.000!
• We recruited 30.772 fans on Facebook fanpage, and 30.449 of them were
active fansactive fans
• The users entered into 2.000.000 interactions with our communications
against the planned 100.000*
• 91% of Facebook fans is in line with our target group profile**
• The other KPIs in the crucial project points gained the level:
• 8 minutes – average time spent on webspecial***
•• 73% returning visitors***
*interaction defined as any action different from passive watching
**FB.com statistics
*** Google Analytics
The campaign is continued in 2011…