Lipton 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.