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.

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EXECUTION

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.

RESULTS

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%.