LIPTON ICE TEA

Period — August–September 2025

Task

• Attract the target audience’s attention to Lipton iced tea in various flavours as a summer drink.

• Communicate the message about taking a pause in a hectic rhythm and enjoying summer moments with Lipton through influencers.

• For the “Raspberry” flavour, highlight the novelty and use the brand’s key messages.

Implementation

Influencers created dynamic videos showcasing their intense lifestyle. One sip of Lipton in the frame “switches” them into a state of ease, joy, and calm.

Instagram

• Mass-reach channel: we engaged 10 lifestyle bloggers with audiences ranging from 70K to 1M.

• The content was built on emotion, natural product integration and a native storytelling style.

• Giveaways on influencers’ pages to drive additional engagement and reach new audiences.

TikTok

• Creative, non-standard videos from influencers that triggered positive reactions: we engaged 8 lifestyle influencers with audiences from 140K to 4M.

• Some creators delivered additional outputs: giveaways in video comments featuring the product, bonus posts, and cross-posting TikTok content to Instagram.

Result

Quantitative metrics

Instagram:

• Reach: 1,205,414 (+132%)

• Views: 2,676,636 (+129%)

• ERR%: 3.72%

The campaign exceeded planned KPIs across all metrics. Product quality also contributed: the brand gained loyalists — some bloggers liked the product so much that they created extra posts beyond the initial agreements.

TikTok:

• Reach: 490,400 (+106%)

• Views: 568,071 (+95%)

• Actions: 62,081

• ERR%.