The Objective
Lipton Ice Tea is all about the good times spent with friends and the connections made under the sun. With the social distancing rules imposed throughout 2020, the summer had become somewhat bittersweet for people who couldn't fully enjoy it. To lift up everyone's spirits, Lipton invited TikTok users to go outside (safely) and get inspired by summer by playing with the shadows and sun. The main goal was to generate awareness and increase consideration for Lipton through association with summer and the sun.
The Solution
The challenge was kicked off by four popular creators who performed different fun acts while playing with shadows in a unique way. Each creator encouraged their followers to participate in the challenge in different ways, such as commenting on the UGC video or duetting the most innovative submissions. The campaign was also promoted through TopView and Brand Premium In-Feed Ad formats to boost awareness.
TikTok users were encouraged to showcase their creativity and self expression by shooting the videos as they deemed fit - no choreography, no rules - just creativity and inspiration. In the end, the campaign resulted in a massive amount of TikTok users sharing joy, good vibes and shiny moments for everyone to enjoy.
The Results
This super-positive campaign resulted in super-positive results, with more than 84 million #LiptonSunPlay video views, an engagement rate of more than 9%, and 2,447 user-generated videos showcasing users' sun-shadow creations on TikTok.
