LIPTON DELICATELY FRESH GREEN TEA
Recruiting Rebecca Judd for our content campaign
What we did
We recruited Rebecca Judd to be the face of Lipton’s latest green tea with a PR campaign that included photography and video production, social media strategy and media relations – as part of a wider campaign.
To launch their fresh, clean new tea, Lipton asked us to find a new product ambassador that resonated with their target, was down to earth and had a genuinely positive approach to wellbeing. Model, style icon, presenter and blogger, Rebecca Judd, was the perfect fit. We managed all talent negotiations, the production of a suite of content starring Rebecca for use on her and Lipton’s channels and seeding with the media. We also produced blogs, managed advertorials and created a series of social posts and website creative for Lipton. Rebecca’s involvement proved to be highly successful; with a engaged audience, she reached over 2 million fans across her blog, Facebook and Instagram.
Rebecca was also at the heart of phase two of Lipton’s Delicately Fresh launch (targetting our media relations). We sent out beautiful kits to media, encouraging recipients to share an image of the package using #LiptonDelicatelyFresh and co-ordinated interviews.
Results
By using a suitable influencer, we were really able to cut through on both social and print media. Instagram was particularly effective; Rebecca achieved 82,000 views for just one video and 29 times the amount of engagement on Facebook. With a clear message and approach, a distinct look and feel, plus a celebrity that was both inspirational and relatable, we provided a story that journalists wanted and consumers connected with.
