13 February 2013 - 4:12pm | posted by | 1 comment

Lipton Tea targets younger demographic with Instagram competition

Lipton Tea targets younger demographic with Instagram competitionLipton Tea targets younger demographic with Instagram competition

Lipton Tea has launched an Instagram photo competition as it looks to target a younger demographic – a first for the Unilever brand.

The four-week, campaign, called ‘Liptagram’, created by Ogilvy One, comprises of a photo challenge in which people, aged in their twenties, will be encouraged to tag their photos using weekly themed hashtags which promote Lipton’s core brand values, including #LiptonBrightness.

The competition will run via a dedicated Facebook page, where people can submit their entries and view other candidates’ photos. Winners of each challenge will be announced on a weekly basis, and a prize of an all-expenses-paid safari trip to Kenya, including a Lipton tea plantation tour, will be awarded to the overall winner.

Lipton brand director, Unliever Europe Neil Gledhill said: “Liptagram captures the essence of our brand inviting our tea fans to share their positive moments. It embraces their digital habits and offers a content that reflects their perception of our brand personality.”

Ogilvy One has created four films to promote the competition, all of which will be distributed on Facebook.

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Comments

13 Feb 2013 - 22:04
@newriverm's picture

On Facebook, when I clicked on the Liptagram button I got a message saying 'Not available in your region'. Really, I live in Suffolk so it's not available in Suffolk but is elsewhere? Or is the Facebook page not working properly?

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