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Problem :
Lipton sought to create excitement around its 11.11 Mystery Box while addressing a significant challenge—overcoming negative sentiment associated with boycott perceptions. The goal was to shift consumer attitudes and build a sense of urgency and exclusivity, compelling audiences to engage with the brand and make a purchase.
Solution :
To maximize awareness and conversions, Lipton strategically partnered with lifestyle and entertainment influencers, allowing them to tap into different audience segments. These influencers showcased the mystery box, which contained a mug, tumbler, water bottle, granola bar, emphasizing the 'Kuch Extra Chaiye?' messaging to spark curiosity.
A 360-degree marketing approach was implemented, combining:
Influencer-driven content to generate buzz and organic reach.Targeted media push across digital platforms to amplify the message.Along with In-store placements and multi-channel promotions to drive both online and offline conversions.
Result :
The campaign exceeded all expectations, delivering outstanding results with expected reach of 8.55 lakh and 3,464,533 actual reach and total of 11M+ total impressions on Mystery Box. One of the biggest challenges was countering negative sentiment and generating excitement around the mystery box. This was achieved by: - Creating FOMO (Fear of Missing Out) through influencer content that emphasized the limited availability of the boxes. - Employing area-specific targeting to reach high-potential consumers and drive conversions. By executing an integrated, data-driven strategy, Lipton successfully reshaped consumer perception and reinforced its brand relevance. The campaign not only drove awareness but also transformed curiosity into tangible action, proving that when it comes to tea, everyone wants a little extra!
