CommuniTEA in Arabic Season 1

CommuniTEA in Arabic Season 1

TOPLINE RESULTS
CLIENT

Lipton

YEAR

2020

Location

U.S., Canada

SERVICES

Strategy Development 
Creative & Production
Media Planning & Buying 
– New Media: Digital, Social

 

CHALLENGE

To reconnect the MENA diaspora with Lipton Yellow Label Tea, a brand that many grew up with but lost touch with due to a competitive landscape.

INSIGHT

Podcast consumption skyrocketed during Covid, and the places that people were engaging with brands was also altered dramatically. Prior to the pandemic, 49 out of every 100 listeners were engaging with a Podcast from home; this increased to 70 out of every 100 during the lockdowns providing us with an ideal platform to reach our target audience.

OUR APPROACH

To reestablish a connection with the brand, we set out to launch a first-of-its-kind Podcast that highlighted success stories of inspiring leaders from the Arab and Pakistani communities. We aimed to encourage listeners to make a cup of their favorite Lipton tea, listen to the podcast, and feel connected to and inspired by people from their own communities during a difficult time where many were isolated.

The Podcast also featured a contest for a $10,000 grant awarded to the most voted community champion, chosen by the listeners. Culture-specific tea recipes also added additional layers of engagement to enhance the experience and reintroduce the brand into their everyday lives.

During 5 weeks of online promotion, our season 1 CommuniTEA in Arabic activation consisted of digital ads and social posts, localized and precisely targeted to the Arab Canadian and Arabic American communities. Ads aimed to increase listener count and drive in-store sales and social posts further helped to keep communities connected and engaged with the brand. In-store POS helped close the loop to drive sales. In total, we collected over 20.1 million impressions, 193.3K views, and a 96.2k engagement count, resulting in a $0.14 cost per view.

AWARDS

Audio Category Winner 2021,
Rising Multicultural Segments Winner 2021

Platinum Award
Winner 2021