Unilever: PG tips Facebook Launch case study

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Unilever: PG tips Facebook Launch case study

  1. 1. Unilever: PG tips Facebook Launch social we are
  2. 2. Our brief was to create an engaged community of PG tips fans on Facebook, to help drive brand loyalty in a promotion-driven category social we are
  3. 3. We launched PG tips’ Facebook page in January 2012, using the much-loved star of the PG tips advertising campaign, Monkey, as the voice of the brand
  4. 4. Our strategy focused on ensuring that PG tips was front of mind during key tea-drinking moments throughout the day, week and year
  5. 5. Focusing on PG tips ‘moments’, we shared entertaining, comedic posts from Monkey about his PG tips themed escapades social we are
  6. 6. social we are
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  13. 13. As well as creating regular activations and competitions generating high engagement and interaction with key brand messages social we are
  14. 14. To generate excitement and 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. 15. social we are
  16. 16. To play on the 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. 17. social we are
  18. 18. we are social Our Lucky 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
  19. 19. We have created a really strong and entertaining personality for the brand on Facebook, delivered through a hardworking community management programme social we are
  20. 20. Resulting in PG tips being hailed as the UK’s most engaged with brand on Facebook in two separate studies social we are

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