Lipton positivitea featured imagePopular tea brand Lipton promotes itself as a brand that offers tea flavors that uplift the consumer’s mood. The brand believes that today, there is a strong sense of negativity in a lot of posts, tweets and updates on social networks.

To counter this, Lipton was looking to promote its rich flavored teas on mobile as products that appeal to all kinds of moods. Through its campaign ‘Positivitea’, the brand wanted to promote the message that a person’s mood would be instantly uplifted on consuming Lipton’s flavored tea range.

Spreading positivity through mobile
Through a mobile ad campaign, Lipton reached out to its target audience with the message that its teas would improve the consumer’s mood. The objective of the mobile campaign was to promote the different flavors of tea offered by the brand and showcase how each flavor infuses a sense of positivity into the consumer.

The target audience for this campaign was male and female smartphone users in Indonesia, between the age group of 25 and 55. This audience is quite active on social media and most of them are potential consumers of tea, thereby allowing the campaign to showcase something they can relate to.

Tapping the consumer sentiment on mobile
Lipton reached out to the consumer with a highly engaging mobile ad campaign. The mobile ad through emoticons showcased four different negative moods: stressed, tired, loved and bored. It prompted the mobile users to select the mood that they could most relate to at that moment by swiping towards left, right, top or bottom respectively.

This would be followed by the emoticon, sipping a cup of Lipton tea, and being shown in a positive, happier mood along with the Positivitea branding. The ad also had a button that would take the user to Lipton Tea’s Indonesia website.

Mobile makes a ‘Positive’ impact
The mobile ad relied on the simplicity of emoticons to effectively convey a feeling or the consumer’s mood. By making the ‘mood selection’ a simple swipe action, the ad made it interactive yet easy for a user to convey his/her mood.

The campaign ran for 30 days and generated a total of 99,852 clicks. Around 7.4% of the people who saw the ad swiped to view at least one mood selection. The post campaign stats suggested users identified the most with themselves being stressed followed by bored, tired and in love.

The following are the engagement details based on different moods.

  • Stressed mood (most viewed mood)
    56.63% of the people who clicked on the ad viewed this mood
    7.38% of the people who viewed this page clicked to go back to the mood selection screen to view other moods
    6.41% of the people who viewed this page clicked to go to the landing page
  • Bored mood (2nd most viewed mood)
    53.77% of the people who clicked on the ad viewed this mood
    5.45% of the people who viewed this page clicked to go back to the mood selection screen to view other moods
    8.07% of the people who viewed this page clicked to go to the landing page
  • Tired mood (3rd most viewed mood)
    49.37% of the people who clicked on the ad viewed this mood
    6.07% of the people who viewed this page clicked to go back to the mood selection screen to view other moods
    8.27% of the people who viewed this page clicked to go to the landing page
  • Loved mood (4th most viewed mood)
    44.55% of the people who clicked on the ad viewed this mood
    8.23% of the people who viewed this page clicked to go back to the mood selection screen to view other moods
    10.97% of the people who viewed this page clicked to go to the landing page

The idea of emoticons changing from negative to positive with a sip of Lipton’s flavored teas resonated well with the audience. The mobile ad successfully captured the attention of audience that identified with a negative mood.

Over 50% of the users clicked on ‘Stressed’ or ‘Bored’ and it were this audience that the mobile ad campaign was specifically aimed at for an impact. Many users even clicked on other moods to see what Lipton has to offer for each of them. Through the ad campaign, Lipton was able to steer the intended audience towards its products and establish itself as a brand that offers tea flavors that can change any kind of negative mood to positive.

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