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How Lipton leveraged tea-time content to increase sales

The tea and coffee culture in Singapore is super strong. From hipster cafés to the classic kopitiam, they are an essential part of many consumers’ daily routines. Lipton Singapore was looking to differentiate itself from the other coffee brands and tempt consumers to break their old habits by going for its range of milk tea. The brand leveraged a content partnership with Yahoo to reach out to the younger demographic.

 

Background
Lipton’s Milk Tea Latte range was launched in 2015. Around a year after the initial marketing launch, Lipton wanted to expand and refine its campaigns. The company had a clear objective and a well-defined target audience: to boost awareness of the range specifically among people aged 25 to 45.

The key marketing objectives were to emphasise the product’s high quality and rich taste to help the brand own the mid-afternoon ‘me moment’ when people need an indulgent pick-me-up to get through the rest of the day.

The core objective of the campaign was to engage with the target audience through a tailored mix of channels across Yahoo’s platforms to both boost brand awareness and enhance consumers’ tea breaks by utilising content and native advertising.

Execution
In-depth market research of the target audience highlighted three key requirements: these consumers wanted to feel valued, improve their knowledge and skills, and to be up-to-date with the latest brand news and products.

Therefore, the campaign created valuable content to help the audience find ways to perform better at work, gave alternatives to their usual daily coffee break, provided tips to beat the after-lunch food productivity slump and help inspire them to break through mental blocks.

The Lipton Milk Tea Latte range’s TVC targeted at 25-45 year olds ran across in-video banners across Yahoo Style while a custom-built content site was created to house high-value related content.

Called ‘Lepak One Corner’, the site was packed with articles designed to educate, inform and entertain the reader when they were on their tea break. From content such as ‘five daily alternatives to your daily cuppa’ to ‘top tips to perform better at work’ and ‘how to beat the afternoon food coma’, these offerings zoned in on the target audiences’ areas of interest while also highlighting the brand’s core credentials.

Traffic was driven to the site through native advertising deployed to pique the readers’ attention and highlight the content’s useful, work-related advice.

Consumers could then access further information about the product range by clicking through on advertising banners.

Results
The campaign led to a 4.8 per cent increase in market share and secured a positive return on investment of 1.3. This was achieved by the native advertising achieving 11.2 million page impressions with a click through rate of 0.38 per cent.

Meanwhile the content was accessed for an average of three minutes and five seconds per visit, more than double the normal average, leading to extensive brand exposure that enabled the range to boost sales.

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