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CASE STUDY: Metro & Lipton Ice Tea deliver strong results

Provided by Metro (Associated Newspapers)
Metro was tasked to help increase consumption of Lipton Ice Tea through building awareness and consideration of the brand.

What was the Challenge / Background of the Campaign?

Lipton wanted to create a frequent dialogue with it's key urbanite consumers through the summer. Lipton wanted to deliver key messages that it is a refreshing drink that is also good for me. Building relevance to summer and consumer. Other key messages were that Lipton Ice Tea is an extremely refreshing drink derived from tea leaves and that if consumers drink better, they will live better, more fulfilling, active, outdoor lives.

What was the Campaign Objective?

Business: Increase consumption of Lipton Ice Tea. Brand: Increase awareness of Lipton Ice Tea brand attributes. Drive consideration of Lipton Ice Tea

What was the Solution?

A full cross media campaign was developed that went across the paper with a London Only Feature and Display ads. Online traffic drivers, leading people to microsite to enter competition to win "Refeshing Trips over all the World". Banner Ads, Skyscrapers, MPUs online to build awareness and deliver key messages. Emails to Metro database.

What were the Results?

Total Awareness of Feature= 59%. Total Awareness of Feature/Online Ads= 62%. Total Awareness of Feature & Online Ads= 17%. 78,741 competition entries. Micro Site Visitors 48,576, Visits 115,204, Page Impressions 515,722. All seen as very high interaction vs. other brand benchmarks. All key targets were delivered on Impact, Relevant Audience, Built Brand Perceptions and delivered Purchase Intent.

What were the Key Learnings of this Campaign?

A fully integrated and well executed cross media campaign delivered strong results across the key summer months for Lipton.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsABC1 18-44 year old city dwellers
16 - 24
25 - 34
35 - 44
All Genders
AB
ABC1
LOCAL MEDIA
ONLINE
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
LondonAll YearBUILD AWARENESS
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