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.
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
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.
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.