This document proposes a strategic plan for Lipton Yellow Label tea in Vietnam. The plan aims to make hot tea more appealing to young consumers aged 25-35 by communicating the functional and emotional benefits of drinking hot tea. The key message is "Hot Là Tốt!" (Hot is Good). The digital-led campaign would include sponsored Facebook ads, YouTube video ads, a mini-website with tips and content, a social media filter, and free tea sampling in business areas on Mondays. The campaign would run from March to June 2017 with a budget of $50,000 and focus on major Vietnamese cities.

1. Yellow
Label
Strategic Plan Proposal
by William Do (October 2016)

2. Creative Brief
Brand Idea (?)
Morning routine
Problem (?)
Hot tea has never been a favoured morning beverage, yet tea bags sales are slowly going up. In
the meantime, new entrant such as Cozy is gaining more market shares thanks to a lower
pricing strategy. Lipton yellow label wants to put more efforts in communications to be closer
and more relevant to young consumers. Those consumers see tea bags as a beverage drunk by
their parents or older people; they would usually go for cold teas or milk tea.
Audience (Persona) (?)
Male/Female 25-35y; light/non coffee drinkers. They have an active lifestyle (gym, yoga); They
are "self-conscious", driven, educated and optimistic. They mostly drink hot tea for healthy
reasons yet not exactly as "I-just-woke-up-and-I-need-a-drink" beverage.
Task (?)
Communicate the functional/emotional benefits of drinking hot tea and how it fits into their
daily life
Stimulus (?)
Drinking Hot Tea Makes You "hotter"!
Response (?)
Everybody want to be hotter
They would share how hotter they are on Social Media
Channel Thinking (?)
- Facebook sponsored ads (native advertising)
- "Snackable" content marketing (downloadable wallpapers, motivational quotes, infographics) -
shareable via messaging apps (e.g. Tea bag asking "Lift me, bro", "More tea, less stress")
- YouTube ad on selected channels or themes - fits the video content (only text changes)
- Web platform - Make your own (sexy) "Mug shot" (Snap filter) or Hot or Not game (tinder style)
Extra: Free tea distribution in of hot tea in business areas (early monday mornings)
Discoveries
- Southern people prefer cold drinks; Northern people drink more hot tea (cold weather)
- My Tam is still the official LYL brand Ambassador (She is not married)
- Young people appear to love peach tea
Required Materials Where in the world
- Social Media visuals
- Digital platform concept
- YouTube ad script
- POS booth concept (brand activation)
Vietnam - big cities
Timing Budget
March ->June 2017 50K
Creative Mandatories Approvals
Message: Hot Là Tốt! (Hot is Good!)
Client: Unilever Project: William
Brand: LYL Contact:
Date: 25-11-2016 Job no:

3. that coffee does not?
What does tea do

4. Coffee drinkers

5. Tea drinkers

6. Drink hot, Be hotter!

7. It is not me,
It is Lipton

10. Digital-lead campaign
— CONCEPT
Drinking hot tea makes you hotter!
— CAMPAIGN IDEA
Communicate the functional/emotional benefits of drinking hot tea and how
it fits into the audience daily lives
— TAGLINE
Hot Là Tốt! (Hot is Good!)
— CONSUMER JOURNEY
See next page

11. Facebook
• KPI: fans, tags,
reach, downloads
Youtube ads
• KPI: clicks, shares,
views, watch time
Mini website
• KPI: unique
visitors, traffic,
conversion rate
Social filter
• KPI: downloads,
shares, returns,
mentions
Sampling
• KPI: emails,
leads, activation
rate, sales
MarchMarch
March
- April
April June

12. Facebook (20%)
Since this summer, Facebook friends’
updates are the first ones showing in
the news feed. Thus the current
challenge for brands such as Lipton is
to inform consumers without been
seen as spamming. Helpful and
relevant ads sent out in a contextual
communication is the best
alternative. Facebook being the most
popular social platform, Lipton needs
to be seen as “a friend”; displaying
distinctive personality traits.BAG AND GO!

13. Sponsored ads
• Tease them
- Do you drink tea? He does!
• Motivate them
- Motivational quotes
• Inform them
- Infographics (Tea benefits)
• Ask questions to engage with
audience
Landing page: current promotion,
events, articles, etc.
Real men drink it hot

14. YouTube (30-40%)
Inexpensive data, high number of
smartphone users, free wifi… Those
are some of the few reasons why
Vietnam has become the #1 YouTube
video views in Asia.
Vietnamese viewers spend averagely
45min/session. It is a huge
opportunity for Lipton to reach their
audience whenever they are.
By matching the ad to the video
content, it wouldn’t be perceived as
disruptive as other ads.

15. Don’t skip ads day
• TrueView in-stream ads + Overlay in-
video ads
• One video “fits all”
Adapt the text to the video content
• Targeted ads
- Demographics (age, gender)
- Categories (fitness, cooking)
- Keywords (health, workout)
- Channels (PopsMusic, 5S Online)
- YouTubers (Michelle Phan, )
DO YOU
EVEN LIFT,
BRO?

16. Mini website (40%)
The purpose of this mini website is to
gather healthy and bright people to
become part of a community. While
providing the consumers with tips to
live a healthier life, the web platform
also aims to boost user generated
content. Beyond set Lipton has an
inspirational brand, the platform will
be also a data collection tool.
"In God we trust, all others must bring
data” - W. Edward Deming

17. Tea & Tips
• Snackable content
- “Did you know that tea…?” (Link)
e.g. Use old tea bags to cook your meat
dishes => A guy who can cook is seen
as “hotter” by girls
• Inspiration visuals
- Don’t keep calm and drink tea
• Boost user generated content
• Attract KOL

18. Social Media Filter (10%)
Snap Inc. (ex-Snapchat) success relies
mostly on their (geo) filters. While
the international phenomenon is not
big in Vietnam, Asian people love
taking and editing their pictures. Girls
being the first ones to use such
filters, making the perfect target for
this tactic. Yet, the opportunity to
create a filter that male users could
adopt is there.
Editor’s note: Men care about what
Women think is hot.

19. Mug Shot
• Fun is “hot”
• Trendy
• Feels of belonging
• Personalized filters
- Gender customization
• Boost Brand visibility
• #hotlatot

20. Sampling (extra)
Monday Mornings are the worst – ask
anyone.
Monday 7AM, time to get to work.
Yet, your body has not recovered yet
from that friend of friend’s party on
Saturday. Why? You are not 20
anymore. It’s harder to stay “hot”.
Don’t worry, Lipton is here to boost
you up with a hot tea. Plus, it’s free.
Who doesn’t like to receive free stuff
on the worst day of the week?
PS: Conversations start with a drink

21. Monday highlight
• Monday routine (June)
Lipton distribution tea on every
Monday Mornings create
expectations => routine
• Strategic locations
- Financial/Business areas
e.g. Bitexco tower (HCMC)
• Boost Brand visibility
Cozy does not do that J

22. Hot Là Tốt!

23. Hot Là Tốt!