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

Facebook.com/liptonceteapl

FanPage:

Communication+Contests

Liptonlcetea.pl/Contest

Liptonicetea.pl

Brand website

Facebook

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…