Description
CASE STUDY OF LIPTON TEA
CASE STUDY: Lipton Ice Tea
Campaign: Get Refreshed Naturally Client: Lipton Agency: Brandmovers Background: Lipton is a brand of tea and was also a supermarket chain in the United Kingdom before it was sold off to Argyll Foods, to allow the company to focus solely on tea. The company is named after its founder Thomas Lipton. Lipton Ice Tea is a refreshing beverage with the natural goodness of tea available in three flavours of Lemon, Green Tea Lemon & Mint and Peach. The brand found it difficult to connect to the youth through mainstream media. So, it took the route that was popular with the young target audience with its „Get Refreshed Naturally? campaign. The Challenge: As a tea-drinking nation, it took time for India to accept the concept of ice tea. Thus, to spread the awareness, Lipton Ice Tea had to take a „refreshing? route. The brand decided to connect on social networking platforms – where its target audience communicated and shared.
The Execution: The idea was to broaden the brand positioning of Lipton Ice Tea and take it online. In order to get the positioning correct, the brand took a rather creative approach and extended the message on a microsite with various levels of interactivity. The microsite had a Facebook login and 3 major features –Take A Sip, Refresh-o-meter and and IceTea Faktory. It also featured songs that played at regular intervals, at the bottom of the microsite.
“Take-a-sip” was a virtual invite by the brand to take a sip from Lipton. “Refresh-o-meter” used Twitter integration and “Ice Tea Faktory” was a gamified approach that induced action on the site thereby increasing stickiness. In order to create the same brand feel on the website, Lipton needed to level the interactivity in a way that it could fit in well with the
brand?s idea. The idea was to bring out the consumer?s state-of-mind with every sip of Lipton Ice Tea and to bring out that same emotion on a microsite with visual styles.
Refresh-o-Meter: A Twitter level-up where the audience could contribute a tweet to the question, “How do you get refreshed naturally?”and stand a chance to win head-phones, iPods and iPad Mini. Ice Tea Faktory: It was a fun game that required the user to create their own Ice Tea. This was primarily used to increase user participation and stickiness on the website. This was also backed by incentives based on high scores earned.
Results: The micro-site received 32,731 page views, received 15,715 unique visits, there were users who spent an average of over 7 minutes on the site, 80% of the microsite visitors were new visitors and the campaign generated over 29K tweets and 17 Million impressions. The hashtag #getrefreshed naturally trended all over India including major metro cities and surpassed Pepsi?s hashtag. There were 67 other brands who participated in the campaign!
doc_458721001.docx
CASE STUDY OF LIPTON TEA
CASE STUDY: Lipton Ice Tea
Campaign: Get Refreshed Naturally Client: Lipton Agency: Brandmovers Background: Lipton is a brand of tea and was also a supermarket chain in the United Kingdom before it was sold off to Argyll Foods, to allow the company to focus solely on tea. The company is named after its founder Thomas Lipton. Lipton Ice Tea is a refreshing beverage with the natural goodness of tea available in three flavours of Lemon, Green Tea Lemon & Mint and Peach. The brand found it difficult to connect to the youth through mainstream media. So, it took the route that was popular with the young target audience with its „Get Refreshed Naturally? campaign. The Challenge: As a tea-drinking nation, it took time for India to accept the concept of ice tea. Thus, to spread the awareness, Lipton Ice Tea had to take a „refreshing? route. The brand decided to connect on social networking platforms – where its target audience communicated and shared.
The Execution: The idea was to broaden the brand positioning of Lipton Ice Tea and take it online. In order to get the positioning correct, the brand took a rather creative approach and extended the message on a microsite with various levels of interactivity. The microsite had a Facebook login and 3 major features –Take A Sip, Refresh-o-meter and and IceTea Faktory. It also featured songs that played at regular intervals, at the bottom of the microsite.
“Take-a-sip” was a virtual invite by the brand to take a sip from Lipton. “Refresh-o-meter” used Twitter integration and “Ice Tea Faktory” was a gamified approach that induced action on the site thereby increasing stickiness. In order to create the same brand feel on the website, Lipton needed to level the interactivity in a way that it could fit in well with the
brand?s idea. The idea was to bring out the consumer?s state-of-mind with every sip of Lipton Ice Tea and to bring out that same emotion on a microsite with visual styles.
Refresh-o-Meter: A Twitter level-up where the audience could contribute a tweet to the question, “How do you get refreshed naturally?”and stand a chance to win head-phones, iPods and iPad Mini. Ice Tea Faktory: It was a fun game that required the user to create their own Ice Tea. This was primarily used to increase user participation and stickiness on the website. This was also backed by incentives based on high scores earned.
Results: The micro-site received 32,731 page views, received 15,715 unique visits, there were users who spent an average of over 7 minutes on the site, 80% of the microsite visitors were new visitors and the campaign generated over 29K tweets and 17 Million impressions. The hashtag #getrefreshed naturally trended all over India including major metro cities and surpassed Pepsi?s hashtag. There were 67 other brands who participated in the campaign!
doc_458721001.docx