CommuniTEA in Arabic

To reestablish a connection with the brand, we set out to launch a first-of-its-kind "CommuniTEA in Arabic" podcast that highlighted success stories of inspiring leaders from the Arab and Pakistani communities. We aimed to encourage listeners to make a cup of their favorite Lipton tea, listen to the podcast, and feel connected to and inspired by people from their own communities during a difficult time where many were isolated.

The podcast also featured a contest for a $10,000 grant awarded to the most voted community champion, chosen by the listeners. Culture-specific tea recipes also added additional layers of engagement to enhance the experience and reintroduce the brand into their everyday lives.

During 5 weeks of online promotion, our season 1 CommuniTEA in Arabic activation consisted of digital ads and social posts, localized and precisely targeted to the Arab Canadian and Arabic American communities. Ads aimed to increase listener count and drive in-store sales and social posts further helped to keep communities connected and engaged with the brand. In-store POS helped close the loop to drive sales. In total, we collected over 20.1 million impressions, 193.3K views, and a 96.2k engagement count, resulting in a $0.14 cost per view.

CLIENT

Lipton Yellow Label

AGENCY

Mikado

LOCATION

U.S/Canada

SERVICES

Campaign Launch
Event
Digital & Social Media
In-store POS
Print

Digital Production

Digital podcast in collaboration with Arabic Media Company

Podcast Teaser

Episode 1 (Total 19)

Digital ads (English, Arabic, French)

Social Posts

Summer Event sampling around grocery stores in US/CA