BETTER TEA BREAKS Starcom Mediavest Group London para Tetley

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BETTER TEA BREAKS

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Sector Café
Media Promo / PR, Case study
Mercado Reino Unido
Agencia Starcom Mediavest Group London
Publicado abril 2011

Creditos y descripciones

Category: Best Use of Social Media Marketing
Advertiser: TATA GLOBAL BEVERAGES
Product/Service: TETLEY TEA
Media Agency: STARCOM MEDIAVEST GROUP, London, UNITED KINGDOM
Vice President Marketing: Adrian Mooney (Tata Global Beverages)
Marketing Manager: Anand Gandesha (Tata Global Beverages)
Creative Services Director: Janine Smith (Starcom Mediavest Group)
Starcom Mediavest Group: Greg Fuller (Business Director)
Media placement: Social Media Campaign - Facebook - 1st April 2011

Insights, Strategy & the Idea
The British tea break was becoming extinct as people devoted their free time to online and social media. But tea breaks, and Tetley Tea, are an important part of British tradition. They allow the busy worker to slow down enough to put the kettle on and enjoy a cup of tea. Tea was never meant to be rushed.

Something had to be done. Not only was Tetley’s place in modern society being threatened, so was an entire culture.

Through research we realised that people, in general, talk to characters more naturally in social spaces than they do brands and they also stand out better in social media news feeds. So after a 10 year hiatus, we found a new purpose for Tetley’s Tea Folk characters. With their built-in brand equity, they were actually a softer and warmer channel of communication, yet a new voice that consumers wouldn’t mind sitting down with.

Creative Execution
It had been 10 years since the Tetley Tea Folk were in the public eye. Consumers felt they were old fashioned but these cheeky characters had other ideas. Their leader Gaffer, became the active spokesperson and ardent supporter for a better tea break.

The Tetley Tea Folk took to modern media like a tea bag to water, prominent on Facebook, posting on YouTube while Gaffer tweeted about all of it. The content we created was aimed to invite young women to sit down and have a cuppa with Gaffer and the Tea Folk, digitally speaking anyway.

Followers and fans shared their favourite tea break stories. There were giveaways and games including the specially designed Tea-tris. We invited British music, sports and comedy celebri-teas to tea with Gaffer and join the conversation. The Tea Folk were not only timely and fun, but so was a better tea break.

Results and Effectiveness
The tea break is making a comeback in Britain and we remained true to the Tetley brand. There was a 53% increase in brand affinity and 25% uplift in brand appeal. This put Tetley ahead of its competition making it Britain’s most loved tea causing sales to rise to a three-year high. The Tea Folk Facebook page has over 296,000 'likes' and counting, nearly 46,000 Twitter followers and engagement continues across all social platforms.

After all this success, it’s time for a tea break.