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Unilever:
PG tips Facebook Launch
social
we
are
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
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
Our strategy focused on ensuring that PG tips was
front of mind during key tea-drinking moments
throughout the day, week and year
Focusing on PG tips ‘moments’, we shared entertaining, comedic
posts from Monkey about his PG tips themed escapades
social
we
are
social
we
are
social
we
are
social
we
are
social
we
are
social
we
are
social
we
are
social
we
are
As well as creating regular activations and competitions
generating high engagement and interaction
with key brand messages
social
we
are
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
social
we
are
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
social
we
are
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
We have created a really strong and entertaining personality
for the brand on Facebook, delivered through
a hardworking community management programme
social
we
are
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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Unilever: PG tips Facebook Launch case study

  • 1. Unilever: PG tips Facebook Launch social we are
  • 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. 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. Our strategy focused on ensuring that PG tips was front of mind during key tea-drinking moments throughout the day, week and year
  • 5. Focusing on PG tips ‘moments’, we shared entertaining, comedic posts from Monkey about his PG tips themed escapades social we are
  • 13. As well as creating regular activations and competitions generating high engagement and interaction with key brand messages social we are
  • 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
  • 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
  • 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.
  • 20. We have created a really strong and entertaining personality for the brand on Facebook, delivered through a hardworking community management programme social we are
  • 21. Resulting in PG tips being hailed as the UK’s most engaged with brand on Facebook in two separate studies social we are