Lipton Advertising
Spring 2020. Lipton Ice Tea launches a new flavor of iced tea. Lipton Ice Tea Strawberry-Cranberry is inspired by Ukrainian nature, created especially for the Ukrainian market.
Task
- To support the product launch with digital communication, which is aimed at a young audience 18-34 y.o.
- To create an advertising campaign that will build vivid communication that carries cultural and social value for the audience.
Challenge
- To form strong social and cultural Brand position, because TA 18-34 is very active and wants to use responsible brands.
- To overcome lock down measurements.
Idea
- Create a project with opinion leaders from different cities of Ukraine, in which they, together with the brand, will discover their favorite places in a new way and show how cool it is to be a locale.
Realization
- STAGE 1 Bloggers from different cities showed their favorite places during the lockdown, creating a fresh taste of online journey for the whole country sitting at home.
- STAGE 2 We send bloggers to the amazing journey to Carpathians - the homeland of Lipton’s new “strawberry&cranberry” flavor and inspired them to make x3 content with non-fake emotions.
- STAGE 3 To inspire with Brand and the authenticity of Ukraine, we presented each blogger a set for strawberries growing and an individual embroidered shirt. So bloggers posted their photos in ethnic shirts on the Ukrainian Independence Day natively prolonging collaboration with Brand.
- Just 6 bloggers
- 256 pieces of branded content
- Reach 3,6M
- ER 9,5%
- Only positive feedback
- Project idea inspired bloggers for creating X3 more branded content than planned
- We got 65% of free content and additional reach
