Lipton's UGC Content Boosts Campaign Performance by +11% pt. Awareness

Lipton Launched a Fresh New Flavour

A brand favourite among tea-lovers, Lipton has been a byword for the popular beverage for decades. Available in more than 150 countries, the heritage brand has evolved over the last century, successfully bringing multiple new flavours to the market. Reluctant to simply coast on its global popularity, Lipton was eager to create fresh content to launch its latest flavour to a male and female audience aged between 20 and 34 in the Netherlands. And that’s where Snapchat came in. 

Leveraging User-Generated Content on Snapchat

Partnering with Snapchat to introduce its brand-new Green Strawberry flavour, Lipton mixed it up, and opted for a two-pronged approach. In addition to using its regular brand assets in the campaign which ran between May 13 and June 30, Lipton worked together with one of Snap's production partners to create a variety of user-generated content videos to ensure a real splash among ice tea enthusiasts.

In a series of lively creatives that played to the product’s association with sunshine and vitality, the brand showcased the new drink in a variety of settings, expertly communicating the essence of its offering. Using a multi-cell Brand Lift test, Lipton measured the value of adding ‘user-generated content’ to its standard video campaign, helping to inform future marketing strategies.

For a Refreshing Take on Previous Campaigns

The campaign was a clear success, significantly boosting product awareness. The brand saw an 11-point increase with its BAU and UGC campaign – compared to 0 points for its BAU version. Further to this, Lipton celebrated an 8-point increase in ad awareness and a 3-point increase in action intent.