Uploaded byWe Are Social
Unilever: PG tips Facebook Launch case study
Unilever launched the PG tips Facebook page in 2012 using the brand's monkey mascot as the voice of the brand. The strategy focused on engaging fans during key tea drinking moments throughout the day by sharing entertaining posts from Monkey. Various activations and competitions were created to generate high engagement with the brand's key messages. This included a "Caddy Hunt" where fans searched royal locations for hidden tea caddies, and a "To Monkey with Love" campaign where fans uploaded holiday photos cheering up Monkey. As a result, PG tips became one of the most engaged brands on Facebook according to multiple studies.
More Related Content
Unilever: PG tips Facebook Launch case study
- 1. Unilever: PG tips FacebookLaunch social we are
- 2. Our brief wasto create an engaged community of PG tips fans on Facebook, to help drive brand loyalty in a promotion-driven category social we are
- 3. We launched PGtips’ Facebook page in January 2012, using the much-loved star of the PG tips advertising campaign, Monkey, as the voice of the brand
- 4. Our strategy focusedon ensuring that PG tips was front of mind during key tea-drinking moments throughout the day, week and year
- 5. Focusing on PGtips ‘moments’, we shared entertaining, comedic posts from Monkey about his PG tips themed escapades social we are
- 6.
- 7.
- 8.
- 9.
- 10.
- 11.
- 12.
- 13. As well ascreating regular activations and competitions generating high engagement and interaction with key brand messages social we are
- 14. To generate excitementand conversation around PG tips’ limited edition jubilee tea caddies, we launched the Caddy Hunt Caddies were hidden in royal locations across the country and fans were challenged to find them for a chance to win one social we are
- 15.
- 16. To play onthe fact that people like to take their favourite brand of tea away on holiday, and that fans often upload holiday snaps of themselves enjoying a cup of PG tips ‘To Monkey with love’ allowed fans to cheer Monkey up by by uploading ‘digital postcards’ of themselves on holiday social we are
- 17.
- 18. we are social OurLucky Scratch-card game was the most successful app we have deployed so far, designed to work on mobile too Due to the simple ‘scratch’ nature of the game mechanic, it fitted perfectly with our core audience social we are
- 20. We have createda really strong and entertaining personality for the brand on Facebook, delivered through a hardworking community management programme social we are
- 21. Resulting in PGtips being hailed as the UK’s most engaged with brand on Facebook in two separate studies social we are