Company: Adfactors PR, Mumbai, Maharashtra
Company Description: A multi-specialist, full-service firm, we serve over 450 retained clients across 40 cities in India. The clients include some of the largest corporations, conglomerates, financial institutions and governments, as well as a host of bright, young start-ups and unicorns.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Health, Fitness & Wellness
 Nomination Title: Tetley Green Tea Immune
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
September 2021
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
A video of up to five (5) minutes
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 180 words used.
Challenge being addressed/Objectives of the campaign
● Disrupting the fitness category: Tetley’s idea was to expand the narrative around fitness and make it more holistic, positioning itself as THE solution for seekers of holistic wellness, in sharp contrast to other brands who just focus their communication around “looking fit”.
● Promoting the product as an instrument to build holistic fitness: The product messaging underscored the brand’s positioning as a partner in the consumer’s pursuit for holistic wellness: Tetley Green Tea Immune has 5X anti-oxidants as an apple, detoxifying and cleansing the body from within and helping consumers in their journey to achieve external fitness goals. Every cup of Tetley Green Tea Immune also packs in 10% of the daily recommended requirement of Vitamin C - an essential component to building a strong immune system.
● Establishing Green Tea Immune as the Green Tea of choice: The brand aspired to establish itself as the most preferred brand amongst Green Tea users. The product messaging focused on its ability to provide consumers with a means towards actively working towards a stronger im
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 182 words used.
Insights and strategy developed
● Collaborate with influencers: To augment the consumer’s perception towards holistic wellness and position Tetley Green Tea Immune as an excellent tool to achieve this goal, the brand collaborated with celebrated fitness personalities, Malaika Arora, Drashti Dhami, and leading Nutritionist Kavita Devgan. Puneet Das, President, Packaged Beverages, India & South Asia, Tata Consumer Products Limited, was also roped in to express his views on disrupting the Green Tea segment.
● Inform a larger fraternity through hamper seeding: Customized hampers with Tetley Green Tea Immune packs were sent to a number of bloggers and influencers. The packaging of the product boldly and clearly highlighted the innate goodness of Vitamin C and antioxidants.
● Concentrate on key markets: The outreach was focused on the top eight metro cities, Delhi NCR, Mumbai, Pune, Kolkata, Hyderabad, Chennai, Bangalore, and Ahmedabad. Tetley alsotied up with a forum called Gurgaon Moms. The forum’s founder and CEO, Neela Kaushik, who isan influencer herself, participated in a panel discussion with Tetley’s celebrity influencers. Gurgaon Moms also publicised the pressconference among their members and social media followers.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 150 words used.
Media Output
● Tetley built an outstanding brand narrative, onboarded celebrated fitness icons, and achieved 3 large format stories with mainstream channels like NDTV, Aaj Tak, and ABP. The brand’s TV commercial was promoted through relevant A&M platforms, showcasing the “#LagoBaaharSeFitAurAndarSeBhi” messaging. Thecampaign also generated organic social media visibility and PR activation that successfully achieved 360-degree visibility for Tetley Green Tea Immune from print, online, social media, magazine, and mainstream television.
● The campaign gained a total impression of 298 clips across various media, including 69 clips on Social Media, 119 clips on print, 3 clips on mainstream television, and 107 clips online. It earned total Advertising Value Equivalent of 10.7 million.
● Tetley achieved a whopping 27 million views on its TVC, recorded over 100K Google searches, and received nearly 40K interactions on its social media posts, beating giants like Red Label Natural Care, Nescafe, Bru, amongst others.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 134 words used.
Business Outcome
● Since the campaign went on-air, Tetley’s Green Tea market share increased from 16 percent in June 2021 to an average of 19 percent between July and December of the same year at an allIndia U+R level. The brand also gained 75,000 HHs since it went on-air.
● Tetley beat its competitors, like Lipton in brand health metricssuch as‘Top of the Mind Awareness (by 9 points),’ ‘Spontaneous Awareness (by 7 points)’, and ‘Total Awareness (by 1 point)’ in key metro cities, like Delhi NCR, Mumbai, Bangalore, Chennai and Hyderabad. Interestingly, Lipton had 3x monthly media spending as compared to Tetley.
● The campaign helped Tetley become an absolute market leader in ecommercechannels across accounts, accounting for 60% of share on Amazon Fresh, 50% on Supr Daily, and 45% on Flipkart.
| Attachments/Videos/Links: |
|---|
|
