Downloaded 19 times
Uploaded byOlgierd Cygan
LIT
The document summarizes a digital marketing campaign to launch a new raspberry flavor of Lipton Ice Tea among youth. The campaign focused on building brand awareness and a positive image through an engagement strategy on Facebook and a dedicated website. Key tactics included positive theme campaigns, contests, and applications to interact with fans and recruit the target audience. The campaign was successful in greatly exceeding its interaction goal and recruiting a large, engaged fan base in the target demographic.
More Related Content
LIT
- 1. Brand awareness building throughengagement Lipton Ice Tea Raspberry product launch
- 2.
- 3. Agency task • Digitalstrategy development, supporting the new Lipton Ice Tea flavour launch on the market: Raspberry.
- 4.
- 5. We had tolearn and start speaking „youth tongue”….
- 6. Communication objectives • Tobuild the new Lipton Ice Tea Raspberry awareness 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.
- 7. Challenge • To involvethe young consumers into the new Lipton Ice Tea Raspberry through building the experience with the brand’s world and „drink positive” brand philosophy.
- 8.
- 9. Key message Raspberry – the most positive fruit☺* *Selected by consumers during the market research
- 10. Timing • Campaign hadbeen run since June till the end of December 2010, • Four stages: teaser and 3 „positive-theme” flights.
- 11. We staked onengagement…
- 12. Digital Ecosystem Facebook Ads Facebook.com/liptonceteapl FanPage: Liptonicetea.pl Communication+Contests Brand website Liptonlcetea.pl/Contest Promotion mechanism Widges and applications
- 13.
- 14.
- 15. Landing Page onFacebook
- 16.
- 17. We introduced the Raspberry☺ Positive Raspberry Manifesto
- 18. We were recruitingfans through Positive Applications
- 19. We were talkingpositive☺ Summer holidays Leisure Weather Positive Positive plans attitude Lipton Ice Tea☺ Raspberry Manifesto
- 20. And after thewarm-up…
- 21. Positive campaigns aroundthe „positive-themes” WEEKEND FILM MUSIC
- 22. „Positive Film” Manifesto „Positive Music” Manifesto „Positive Weekend” Manifesto Each campaign flight was preceding by the Positive Manifesto introducing the following „positive-themes”
- 23. Thematic contests For bloggers Top 10 for the users
- 24. You could win PositivePrizes☺
- 25.
- 26. Positive Content☺ Lipton IceTea reading room
- 27. What were wetalking about? Raspberry Lipton Ice Tea☺ superproductions Positive themes Positive Applications music☺ Methodes for the Contests good humour Positive Manifesto
- 28. Facebook activations weresupported by the advertising campaigns
- 29.
- 30.
- 31. Display campaigns supportingthe contests: GG, Ipla, O2
- 32.
- 33. The crucial KPIfor 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 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
- 34. The campaign iscontinued in 2011…