LiquidThread, Starcom MediaVest Group’s branded content division, has today launched a unique social activation campaign for Tetley to celebrate and drive awareness of the beverage manufacturer’s new Super Green Tea Boost and Immune ranges.
The campaign will see LiquidThread run a unique social reactive campaign, adopting a ‘Surprise and Delight’ approach. This will be implemented on Twitter with social listening to identify people in need of a pick me up, in alignment with the benefits of the new Super Green Boost and Immune products.
The campaign will generate relevant conversations with potential customers to introduce a feeling of delight. Activity will involve sending a personalised tweet and bespoke images featuring Tetley’s product hero, Super Gaffer.
The social element of the campaign will be followed up by sending targeted users a complimentary taster sample of Super Green Tea Boost and Immune tea with the aim of driving a positive association with Tetley.
Alexandra Dunn from SMG’s LiquidThread, said: “This campaign is a real testament to SMG’s expertise in social targeting and creating truly bespoke consumer experiences. By engaging with target users directly, we are able to communicate with them on a personal level and provide them with a sample of Tetley Supergreen tea to help them during the winter season.”
Alex Snowden, Senior Brand Manager at Tetley, said: “We wanted to create a positive association with our new Super Green tea range to support consumers during the cold winter months. SMG’s approach was innovative and creative by combining social listening with direct marketing to target potential customers in need of a pick me up.