Product launch in digital: Lipton Raspberry Iced Tea.
Objective: drive product sales at a certain retailer, the Pyaterochka chain.
Raspberry tea time
OLV. An actor and TV anchor Pavel Derevyanko became the media face of the campaign. He is the perfect fit for the role: close to Mad Hatter and has the best voice.
About the project
Raspberry has a sweet flavor inspiring the imagination.
Lipton Raspberry transfers us to the world of dreams to a raspberry tea party with the Mad Hatter.
Eco system
At creating the promotion strategy, it was essential to drive sales and image indicators, hence we emphasized the 5 basic tools:
Digital support
Launching the site with the contest mechanics and interaction: a user uploads his or her photo and answers a couple of questions about their personality, and the system finds a matching character from Wonderland. The user can share their results on the social.
Instagram stories
The campaign got positive audience response:
Reaching KPI in Lipton Raspberry sales.
≈ 300 000
Site users
100 %