2. CASE STUDIES
• CORNETTO CUPIDITI 2014
(PHD Global Strategy Unit –
Team Refreshment: London)
• LIPTON BE MORE TEA US 2014
(PHD Global Strategy Unit –
Team Refreshment; London)
• GET SREENED OAKLAND 2012
(MIAMI AD SCHOOL - CRISPIN PORTER +
BOGUSKY; San Francisco)
pp 3-5
pp 6-8
pp 9-11
In the following sections I have highlighted two campaigns I am
particularly proud of whilst being a Comms Planner at PHD.
Cornetto Cupidity supports the brand’s new positioning ‘Enjoy
the ride, Love the ending’ and provides an outlet for fans
(teenagers) to tell their stories. The move to online content
marks a shift in the brand’s strategy, which was also a deciding
factor in the rebrand to more of a ‘snack’ range rather than an
ice-cream product.
Lipton Be More Tea represents the first Global Campaign for the
unified Brand. The Master Brand approach is defined as a way
of talking about Lipton leveraging the full power of being in
different categories. MB identifies all those activities that will
drive Lipton’s equity unlocking opportunities for additional
growth.
Finally, I have included a case study I worked on during my time
at Miami Ad School – Account Planning Boot Camp. Get
Screened Oakland campaign was developed for Crispin Porter
+ Boguski agency based in LA. The project shows a very
interesting twist in facing the HIV stigma.
3. Challenge: The Cornetto brand has always been
associated with love, but Cornetto audience (teens
worldwide) don't watch a lot of TV anymore.
However, they spend vast amounts of their time
watching content online.
WITH TEEN LOVE, IT’S REALLY ALL ABOUT
FIRST LOVE AND ITS PROBMLEMS
Insight: Something like 70% of all films and 80%
of all songs that reach number one in the
millennials charts are love stories in some way,
and the reason why kids love it is because
these songs and films tell them stories that they
can relate to.
MILLENNIALS WATCH MORE HOURS
ON YOUTUBE AND OTHER DIGITAL
OUTLETS THAN TV
Approach: there are several barriers to
teen love (it could be confidence, etc.)
Each of the Cornetto Cupidity films have a
theme to it
CORNETTO CUPIDITY 2014
Love Ride Shadows Oasis Motel Travelers 40 Love Drawings & Dreams
+
-CORNETTO CUPITIDY- an authentic anthology of teen love stories hosted on YouTube Channels
4. 1. THE RIGHT MIX OF PARTNERS
70%
3%
Role:
Drive low cost per
view of content
through TrueView Pre
rolls
Role:
Maximise sharing
potential through
promoted video
posts
Role:
Maximise sharing
potential and build
contextual
relevance with
environment
25%
INVESTMENT BY CHANNEL
2%
2. THE RIGHT STRATEGY
Phase 1 Phase 2 Phase 3
1 Day 3 Days 2 weeks
Pre-seed content with influencers through
The Audience 1 day ahead of launch
PHASE 1
PHASE 2
Heavily weight activity over a 3 period so
the content is distributed fast and wide
PHASE 3 Drive low cost per views and high reach
ROLE
ROLE
ROLE
HOW WE PROMOTED CUPIDITY VIDEOS
6. LIPTON BE MORE TEA 2014 - US
THE TWO TOP PRIORITIES FOR LIPTON ARE
BUILD BRAND LOVE
LEVERAGE LIPTON
CROSS-CATEGORY SCALE
• Bring the brand POV to life.
• Build a strong & unified position in
brightness and OWN the Must Win
Attributes.
MARKETING OBJECTIVES:
JOBS TO BE DONE
• Drive differentiation and
relevance on Lipton among
Possibility Embracers to
significantly improve BE score by
market
• 1- Get possibility embracers to think
Lipton is a relevant and unique
brand by emotionally engaging
with them on Lipton’s purpose/POV
• 2- Leverage our cross-segment scale
across all touch points behind a
unified purpose and identity.
AFTER YEARS OF FUNCTIONAL ADVERTISING, LIPTON NEEDED A “MASTERBRAND APPRACH”
LIPTON’S NEW,
PURPOSE-DRIVEN BCI:
Acting in a thoughtful and
playful way, in our busy world
where the default
is indifference.
7. THE RIGHT STRATEGY: BUILD EQUITY FIRST AND THEN BRING IT TO LIFE
THROUGH ONLINE AND ON THE GROUND ACTIVATIONS
Bring Be More Tea to life
Present our POV on the world
Media behaviour Implication:
• Make Lipton ‘Famous’ through identifying
the right environments to build fame
• Drive scale and contextual relevance
• Exploit multiple screens for reach, impact &
engagement,
Channels’ Implication
• TV long formats (60”/30”)
• Video Content (5 min max)
• Digital
• OOH Interactive / Experiential / Maxi
Media behaviour Implication:
• Acting ‘Be More Tea’
• Drive relevance through context and message
• Target ‘head-down’ enemies / occasions
Channels’ Implication
• SEM/SEO
• Social Ads (Facebook / Twitter)
• Owned Channels (Website)
KERMIT, THE IDEAL SPOKEMAN FOR
“BE MORE TEA”CONCEPT
The campaign kicked off with
a 60-second spot to air during
the Academy Awards
featuring the Muppets as they
prepare for their upcoming
movie "Muppets Most
Wanted."
1
2
Phase 3Phase 2Phase 1
2 weeks4 Days Prior to Tent-Pole Day X
2 months
SUSTAIN
SEED SPIKE
TO MAXIMISE SHARING
POTENTIAL 4 DAYS PRIOR
TO TENT-POLE EVENT
AND 2 DAYS AFTER
Start the distribution
with influencers
TV
TENT – POLE
Event
High Impact
TV Launch
PLANNING FOR AUGMENTING
FOCUS ON LOW COST PER
VIEW AND REACH
Video Distribution
TV CAMPAIGN
30’’
ACTIVATION IN
STORE
PLANNINGFOR
ACTIVATING
AUGMENTING
ACTIVATING
DIGITAL
SHORT FILMS
“GENERATION T”
MUSIC ANTHEM
8. CAMPAIGN RESULTS
Oscars TV spot: Reached 43 million people
Oscars TV spot:
21 million views, of which 25% were
Earned views
30 sec TV media: 770 million TV impressions throughout March
Twitter Trends
‘Be More Tea” trended number 13 of all
Twitter trends in the US during Oscars night
Sources: * Brand Equity study, ** Nielsen TV Brand Effect, *** YouGov BrandIndex
Brand Equity*
Significant increase – Q1 2014 is 4 points
up versus Q4 2013
Brand Buzz*** Up by 10% after the Oscars TV spot
Word of Mouth*** Up by 10.6% after the Oscars TV spot
Purchase Consideration*** Up by 10.3% after the Oscars TV spot
4% growth
in a market where we
have been declining for
more than 5 years
-6.0%
-4.0%
-2.0%
0.0%
2.0%
4.0%
6.0%
2010 2011 2012 2013 Sep-14
FY YTD
USG
