Inspiration & Challenge
Lipton Ice Tea tasked us to produce a larger-than-life creator-led OOH and TikTok social campaign with the goal of reaching 100% of 18-35 year olds in Australia on TikTok. So, we created the brand’s first-ever creator-led billboard campaign that helped ‘bring the sunshine’ of Lipton Ice Tea to the streets of Melbourne.
Execution & Creativity
This campaign was centred around a bespoke sunshine anthem, written and performed by the Australian comedic music creator, Matt Storer, which became the centrepiece for all content to follow. The campaign featured 11 of Australia’s top creators, showcasing their own joy by passing on a little bit of ‘sunshine’ to their community.
We then assembled a ‘Sunshine Squad’ of creators to take part in Australia’s biggest digital OOH billboard experience in Melbourne. They also posted duets and remixes on their social channels, encouraging other viewers to also duet this content too.
FACTS & FIGURES
Markets
Results
From the 14 pieces of creator content, we recieved 9.2 million views. In addition, Lipton saw a 15% sales increase during the campaign period. So, did Lipton Ice Tea successfully hit their goal? The brand reached 100% of all 18-35 year-old Australians active on TikTok while achieving a low CPM of only £1.93.