Yellow Label

Strategic Plan Proposal by William Do (October 2016)

Creative Brief

Brand Idea (?)

Morning routine

Problem (?)

Hot tea has never been a favoured morning beverage, yet tea bags sales are slowly going up. In the meantime, new entrant such as Cozy is gaining more market shares thanks to a lower pricing strategy. Lipton yellow label wants to put more efforts in communications to be closer and more relevant to young consumers. Those consumers see tea bags as a beverage drunk by their parents or older people; they would usually go for cold teas or milk tea.

Audience (Persona) (?)

Male/Female 25-35y; light/non coffee drinkers. They have an active lifestyle (gym, yoga); They are "self-conscious", driven, educated and optimistic. They mostly drink hot tea for healthy reasons yet not exactly as "I-just-woke-up-and-I-need-a-drink" beverage.

Task (?)

Communicate the functional/emotional benefits of drinking hot tea and how it fits into their daily life

Stimulus (?)

Drinking Hot Tea Makes You "hotter"!

Response (?)

Everybody want to be hotter They would share how hotter they are on Social Media

Channel Thinking (?)

- Facebook sponsored ads (native advertising) - "Snackable" content marketing (downloadable wallpapers, motivational quotes, infographics) - shareable via messaging apps (e.g. Tea bag asking "Lift me, bro", "More tea, less stress") - YouTube ad on selected channels or themes - fits the video content (only text changes) - Web platform - Make your own (sexy) "Mug shot" (Snap filter) or Hot or Not game (tinder style) Extra: Free tea distribution in of hot tea in business areas (early monday mornings)

Discoveries

- Southern people prefer cold drinks; Northern people drink more hot tea (cold weather) - My Tam is still the official LYL brand Ambassador (She is not married) - Young people appear to love peach tea

Required Materials Where in the world

- Social Media visuals - Digital platform concept - YouTube ad script - POS booth concept (brand activation)

Vietnam - big cities

Timing Budget

March ->June 2017 50K

Creative Mandatories Approvals

Message: Hot Là Tốt! (Hot is Good!)

Client: Unilever Project: William

Brand: LYL Contact:

Date: 25-11-2016 Job no:

that coffee does not?

What does tea do

Coffee drinkers

Tea drinkers

Drink hot, Be hotter!

It is not me, It is Lipton

Digital-lead campaign �  CONCEPT

Drinking hot tea makes you hotter!

�  CAMPAIGN IDEA Communicate the functional/emotional benefits of drinking hot tea and how it fits into the audience daily lives

�  TAGLINE Hot Là Tốt! (Hot is Good!)

�  CONSUMER JOURNEY See next page

Facebook•  KPI: fans, tags,

reach, downloads

Youtube ads •  KPI: clicks, shares,

views, watch time

Mini website •  KPI: unique

visitors, traffic, conversion rate

Social filter •  KPI: downloads,

shares, returns, mentions

Sampling •  KPI: emails,

leads, activation rate, sales

March March March- April April June

Facebook (20%)

Since this summer, Facebook friends’ updates are the first ones showing in the news feed. Thus the current challenge for brands such as Lipton is to inform consumers without been seen as spamming. Helpful and relevant ads sent out in a contextual communication is the best alternative. Facebook being the most popular social platform, Lipton needs to be seen as “a friend”; displaying distinctive personality traits. BAG AND GO!

Sponsored ads •  Tease them

- Do you drink tea? He does! •  Motivate them

- Motivational quotes

•  Inform them - Infographics (Tea benefits)

•  Ask questions to engage with audience Landing page: current promotion, events, articles, etc.

Real men drink it hot

YouTube (30-40%)

Inexpensive data, high number of smartphone users, free wifi… Those are some of the few reasons why Vietnam has become the #1 YouTube video views in Asia. Vietnamese viewers spend averagely 45min/session. It is a huge opportunity for Lipton to reach their audience whenever they are. By matching the ad to the video content, it wouldn’t be perceived as disruptive as other ads.

Don’t skip ads day •  TrueView in-stream ads + Overlay in-

video ads

•  One video “fits all” Adapt the text to the video content

•  Targeted ads - Demographics (age, gender) - Categories (fitness, cooking) - Keywords (health, workout) - Channels (PopsMusic, 5S Online) - YouTubers (Michelle Phan, )

DO YOU EVEN LIFT,

BRO?

Mini website (40%)

The purpose of this mini website is to gather healthy and bright people to become part of a community. While providing the consumers with tips to live a healthier life, the web platform also aims to boost user generated content. Beyond set Lipton has an inspirational brand, the platform will be also a data collection tool. "In God we trust, all others must bring data” - W. Edward Deming

Tea & Tips •  Snackable content

- “Did you know that tea…?” (Link) e.g. Use old tea bags to cook your meat dishes => A guy who can cook is seen as “hotter” by girls

•  Inspiration visuals - Don’t keep calm and drink tea

•  Boost user generated content

•  Attract KOL

Social Media Filter (10%)

Snap Inc. (ex-Snapchat) success relies mostly on their (geo) filters. While the international phenomenon is not big in Vietnam, Asian people love taking and editing their pictures. Girls being the first ones to use such filters, making the perfect target for this tactic. Yet, the opportunity to create a filter that male users could adopt is there. Editor’s note: Men care about what Women think is hot.

Mug Shot •  Fun is “hot”

•  Trendy

•  Feels of belonging

•  Personalized filters - Gender customization

•  Boost Brand visibility

•  #hotlatot

Sampling (extra)

Monday Mornings are the worst – ask anyone. Monday 7AM, time to get to work. Yet, your body has not recovered yet from that friend of friend’s party on Saturday. Why? You are not 20 anymore. It’s harder to stay “hot”. Don’t worry, Lipton is here to boost you up with a hot tea. Plus, it’s free. Who doesn’t like to receive free stuff on the worst day of the week? PS: Conversations start with a drink

Monday highlight •  Monday routine (June)

Lipton distribution tea on every Monday Mornings create expectations => routine

•  Strategic locations - Financial/Business areas e.g. Bitexco tower (HCMC)

•  Boost Brand visibility Cozy does not do that J

Hot Là Tốt!

Hot Là Tốt!