With the month of March turning its back, it’s already time for the heatwaves to come knocking down our doorstep leaving us ridiculously craving for anything with ice. Lipton lends an empathetic ear to our cries by digitally releasing a campaign, #100DaysOfSummer.
Welcoming the summer of ’16
Thematic or festive based campaigns, moment marketing to be technical, have become a norm or more like a tradition now where brands hop on to the bandwagon by showing off their creativity.
In comparison to its competitive brands who usually shine in summers, Lipton ice tea was the first to put step up with its summer themed campaign.
To make merriment out of #100DaysOfSummer Lipton absolutely beautified its social media handle in hues of bright shades of the season.
A short clip of 18 seconds was released which quickly showcased how summer is causing hurdles for people and how the brand comes to their rescue by a chilled glass of iced tea in the scorching heat. The film was based on simplicity, rather mediocrity.
A chilled glass bursting with flavours to beat the heat, who wouldn’t like that? Under the hashtag #100DaysOfSummer Lipton brings more to you in addition to the film. The brand created eye-grabbing GIFs and videos providing recipes of proverbial mocktails such as Mojito, Citrus Punch, and Pinacolada.
Apart from the chief hashtag, the campaign utilized a secondary hashtag, #RefreshingRivalries under which they used ongoing events like the cricket World Cup and the well-liked super hero movie Batman vs Superman to create relatable content.
Buzz on the social media
Parting away from the huddle, the campaign did not build its foundation on a singular film or contest; rather it played around with smaller elements to embellish their social media page with warm colors and playful videos and GIFs, much like summer.
The triumph of the social media buzz could be effortlessly acknowledged with the millions of views and reaction that each post received. The plus point was also that Lipton’s social media page was all about the campaign as the users scrolled down a couple of times.
The recipes worked as active content hooks managing to garner likes and clicks for #100DaysOfSummer.
The choice of hashtags by the brand was pretty much skewed to the theme rather than the brand itself, which somewhere worked for them.
Outcome of the campaign
The vigilance of the brand to be the first ones to produce a summer-related campaign worked supremely well for them. The campaign also managed to build one big campaign through cluster of facets, thus taking the route of innovation.
To speak, digitally the campaign was a win-win as it satisfied the young audience who prefer to consume information and ideas rapidly, through GIFs or shorter videos. Keeping summer as the skull, Lipton built it up further using transitory themes of sports and cinema.