2015 Winners & Shortlists

Results and Effectiveness

The strength of results amazed everyone, most of all the client: • Volume growth leapt a massive +21.1% - (11.1 percentage points greater than the target)- huge news as Ramadan is a crucial time of year to be in the home. • We gained 172 basis points in July versus previous month, a significant achievement versus the target of 60 basis points (nearly 3x objective). • We were successful in creating new Ramdan Iftar to Suhoor moments which form the foundation of future Ramadan memories. • 10,944 hashtag mentions were generated 96% were User Generated uploads, with 9,564 total video clips/images received to Lipton

Creative Execution

Working with Twitter and Facebook we analyzed historic performance of Ramadan related posts, theses insights then informed a content calendars. Using Twitter we began seeding #teamoments, encouraging Consumers to upload a 6 second video clip using our campaign hashtag. Paid social ads were then rolled out to drive people to the hashtag/microsite to stat uploading content, this was supported by TV. On Twitter we split our activity into four parts; Campaign based tweets, User Generated Content collation, Engagement and Response, this allowed us to be motivational to drive participation and also to ensure we could encourage and interact with those uploading content To collate all the inbound content we partnered with technology company Veez and set up a manned station which operated 24:7, over 21 days. This allowed us to stitch the content together and deploy a UGC TV during the last week of Ramadan, all within 4 days.

Insights, Strategy and the Idea

Objectives: In 2014 Lipton came to us with an ambitious brief – deliver +10% YoY sales growth with a 60 Basis Points (bps) share gain, plus at least 10,000+ uploads of Lipton branded content. Sounds easy? It wasn’t. Lipton needed these results to be driven during Ramadan, a period of sales decline! Insight: - Ramadan is by far the most social time of year for Muslims Ramadan is defined by “social togetherness”, giving thanks and a time for reflection. Family and friends come firmly into focus. People work less and socialize more, often coming together during Iftar and Suhoor. We recognized the opportunity to place Lipton right at the heart of these social interactions in-between Iftar and Suhoor. Strategy: Connect with drinkers emotionally, and bring people together over a cup of tea during Iftar and Suhoor.