Campaign Summary

Lipton capitalized on dynamic creative optimization to promote tea consumption throughout the day in Vietnam.

Strategy

Objective:

A survey from market research group Kantar World Panel states that tea is a developed category in Vietnam. While iced tea penetration over-indexes relative to the global benchmark, the market for hot tea is significantly under-developed. The typical Vietnamese consumer uses teabags only during hot months.

Lipton undertook a campaign to encourage existing summer teabag users to continue their consumption during fall and winter by educating them about Lipton's diverse flavor choices, which could match many drinking occasions during cold months.

Target Audience:

The target audience for the campaign was existing teabag users, both male and female, ages 18 to 35 — specifically those seeking a beverage for in-home occasions that would offer health, wellness, and warmth during cold days.

Creative Strategy:

Vietnamese consumers increasingly value convenience. In the realm of hot drinks, this trend has been expressed in the increasing use of teabags.

Lipton sought to encourage the use Lipton's diverse array of bagged tea varieties everyday with diverse flavor choices in fall and winter moments.

To showcase the use of diverse tea flavor choices throughout a day, Lipton capitalized on dynamic creative optimization to effectively create personalized ads based on data about the viewer at the moment that the ad was served. By leveraging the technique across digital platforms, Lipton delivered customized messages about flavorful tea choices that varied depending on the time of day.

Context:

Sixty percent of tea-drinking occasions in Vietnam happen in the home. At the same time, Lipton observed that in-home tea penetration and consumption was declining across formats. The company therefore needed to further drive teabag usage by leveraging out-of-home occasions (particularly those occurring in the office). Simultaneously, Lipton's campaign undertook to promote in-home tea consumption during cold periods (September to November).

Execution

Overall Campaign Execution:

Lipton promoted five different tea varieties: five cups with five different flavors.

Dynamic creative optimization ad technology was used to showcase how the diverse product choices could match each of a day's drinking moments based on precisely timed targeting.

Mobile Execution:

Lipton undertook its campaign across digital platforms that ranged from YouTube to TTD Display and Facebook. This approach enhanced visibility and offered reminders to the audience wherever they were on digital. The effort had five iterations:

• Wake-up ad, which urged the viewer to start the day with English breakfast
• Recharge ad, promoting a light, tea-assisted detox after lunch
• Break-time ad, encouraging a short period of relaxation to release stress and improve one's mood for the rest of the working day
• Bedtime ad, inviting the viewer to relax with a cup of tea and prepare for a good sleep
• Weekend ad, promoting Lipton tea as a tasty way of improving one's mood

Business Impact (including context, evaluation, and market impact)

Lipton's customized flavor messaging reached more than 13 million users across 35 cities in North and Central Vietnam.

Sales in October increased 8 percent versus the same period in the previous year. Teabag sales in Q4 rose 204 percent versus Q3 of the same year.

Moreover, Lipton increased the average consumption per buyer from 3.7 teabags a week to 4.8 teabags a week.