The document summarizes a digital marketing campaign to launch a new raspberry flavor of Lipton Ice Tea among youth. The campaign focused on building brand awareness and a positive image through an engagement strategy on Facebook and a dedicated website. Key tactics included positive theme campaigns, contests, and applications to interact with fans and recruit the target audience. The campaign was successful in greatly exceeding its interaction goal and recruiting a large, engaged fan base in the target demographic.

1. Brand awareness building
through engagement
Lipton Ice Tea Raspberry product launch

2. Agenda
•Assumption,
•Challenge,
•Execution,
•Results.

3. Agency task
• Digital strategy development, supporting the new
Lipton Ice Tea flavour launch on the market:
Raspberry.

4. Target group

5. We had to learn and start
speaking „youth tongue”….

6. Communication objectives
• To build the new Lipton Ice Tea Raspberry awareness
among the target group,
• To build the new Lipton Ice Tea Raspberry image as a
positive and optimistic sub-brand, close to the youth’s world,
• To convince the target group to try the product and share
their experience with their friends.

7. Challenge
• To involve the young consumers into the new Lipton
Ice Tea Raspberry through building the experience
with the brand’s world and „drink positive” brand
philosophy.

8. Execution

9. Key message
Raspberry –
the most positive fruit☺*
*Selected by consumers during the market research

10. Timing
• Campaign had been run since June till the end of
December 2010,
• Four stages: teaser and 3 „positive-theme” flights.

11. We staked on engagement…

12. Digital Ecosystem
Facebook
Ads
Facebook.com/liptonceteapl
FanPage:
Liptonicetea.pl
Communication+Contests
Brand website
Liptonlcetea.pl/Contest
Promotion mechanism
Widges and
applications

13. Dedicated webspecial
www.liptonicetea.pl

14. Fanpage on Facebook

15. Landing Page on Facebook

16. What was communicated…

17. We introduced the
Raspberry☺
Positive Raspberry Manifesto

18. We were recruiting fans through
Positive Applications

19. We were talking positive☺
Summer holidays Leisure
Weather Positive
Positive plans
attitude
Lipton Ice Tea☺
Raspberry Manifesto

20. And after the warm-up…

21. Positive campaigns around the
„positive-themes”
WEEKEND FILM
MUSIC

22. „Positive Film” Manifesto
„Positive Music” Manifesto
„Positive Weekend” Manifesto
Each campaign flight was preceding by the Positive
Manifesto introducing the following „positive-themes”

23. Thematic contests
For bloggers
Top 10 for the users

24. You could win
Positive Prizes☺

25. Positive Applications☺

26. Positive Content☺
Lipton Ice Tea reading room

27. What were we talking about?
Raspberry Lipton Ice Tea☺
superproductions
Positive themes Positive
Applications music☺
Methodes for the Contests
good humour
Positive Manifesto

28. Facebook activations were supported
by the advertising campaigns

29. Facebook Ads

30. Facebook Ads

31. Display campaigns supporting the contests:
GG, Ipla, O2

32. Results

33. The crucial KPI for us was the number of interactions
amounted to 2.000.000!
• We recruited 30.772 fans on Facebook fanpage, and 30.449 of them were
active fans
• The users entered into 2.000.000 interactions with our communications
against the planned 100.000*
• 91% of Facebook fans is in line with our target group profile**
• The other KPIs in the crucial project points gained the level:
• 8 minutes – average time spent on webspecial***
• 73% returning visitors***
*interaction defined as any action different from passive watching
**FB.com statistics
*** Google Analytics

34. The campaign is continued in 2011…