Driving community engagement for a major tea brand.

Client: Unilever International
Brand: Brooke Bond Red Label
Team: Mikado Marketing
Disciplines: User Analysis— Editorial Strategy — Concept Development— User Generated Content — Social Media Marketing

Brooke Bond Red Label (BBRL) is one of Unilever’s major tea brands in India and is a market leader in its category.

 

 

 

 


The Love, The Laughter, The Good Times - Feels Like Diwali Everyday with Brooke Bond Red Label

Objectives

BBRL was looking to engage with the Indian Diaspora in the US and reinforce Top of Mind positioning for their brand. They wanted a Diwali campaign that would touch a strong emotional chord with South Asian consumers in the USA while engaging them on social media. Standing out in scale and artistic impact, was a secondary objective for the campaign.

Research & Findings

I started with analyzing data on age, vocation, geographical spread and purchase patterns of the Indian community in the USA, to develop target consumer personas. I followed that up with 2 focus groups, using exercises like word associations to identify attitudes and distill the most relevant themes—American Diwali, belonging and how BBRL is a catalyst to moments of togetherness

 Concept Development

Using the themes as jumping boards, I presented 4 creative concepts to the client. I expanded the selected concept into a content plan for print and out-of-home digital displays in key transit areas, culminating in a splashy billboard ad on the NASDAQ Jumbotron at Times Square on the day of Diwali.

 Social Media

Since a key goal of the campaign was community engagement, I devised a multi-platform social media plan to get the community abuzz. User generated photos and videos shared as part of this social media push were used in the overall campaign.

Results