SPEAKR x Lipton / Best Use of Social 2017

Speakr is one of the leaders and founders of the influencer marketing space, providing fortune 500 brands, publishers, and agencies with a fully built influencer media-buying platform. Speakr enables advertisers to activate their own influencer programs and networks with the same control, scalability, and predictability of traditional media buying.

Lipton, a CPG beverage brand, came to Speakr looking for new ways to authentically connect with food lovers, and to partner with content creators who could help tie Lipton to a meal-time social conversation that would engage with online foodies and home cooks.

Speakr and Lipton developed a campaign that played on the concept of “Pinterest Fails” which are comically failed attempts at creating something as seen on Pinterest. The campaign kicked off with three top food influencers who shared their Pinterest failures and encouraged their followers to respond with their own failures in the comments for a chance to be flown to Los Angeles to meet their favorite influencer.

Gemma Stafford and one of her fans were selected to host a Facebook live broadcast. The winning participant, Johnny Mejia, who is an active and enthusiastic member of Gemma’s audience was flown to Los Angeles to appear alongside her in series of videos where they attempt to save a common #PinterestFail. The two first met to create a teaser video in which they shopped for ingredients and announced the Facebook Live broadcast which would air the following day. The two then hosted a 25-minute live broadcast from Gemma’s home kitchen, in which they demonstrated the correct way to make “pizza pull-apart bread”, a #PinterestFail classic. During the broadcast, Gemma and Johnny interacted with their audience in real time by taking questions and responding live on camera. The program was designed to show that Lipton has serious food credentials and to further associate the brand with meals.

The Lipton #PinterestFails campaign was timed to capitalize on the holidays when many home cooks try out new recipes for holiday entertaining. Speakr activated food influencers who had friendly, approachable cooking styles and warm on-camera presences that compliment the Lipton brand. Goals for this program were to drive video views, live tune-ins, and engagement in a way that authentically participated in the the popular #PinterestFails trend.

Additionally, Speakr leveraged paid social media to maximize viewership of Lipton’s Facebook Live broadcast and amplify the final video after it aired. The paid media strategy included affinity modeling, which identifies key audiences with interests that overlap with the influencers’ followers. These audiences were targeted to increase the campaign reach and maximize engagement.

Marketing to Millennials can be challenging for even the most well known brands. For a traditional beverage brand, like Lipton the task to appear relevant and fresh can be a challenge. To solve for this, Lipton has stepped to the side and placed a focus on creating content that Millennials love to watch and love to share: food content. Studies show food content is one of the fasted growing content types for Millennials, particularly on Facebook where 80% of the top publishers are food channels.

Aligning the brand with quality food content, allows Lipton to be part of an authentic social conversation without having to the topic. This approach also, framed Lipton teas as an ever-present meal-time complement to the viewers’ favorite foods.

The campaign captured more than 15M impressions and over 5M engagements, and exceeded Lipton’s video view goal by 4X and delivered a CPV (cost per view) that was 75% more efficient than standard benchmarks.

The winning combination of intelligent influencer selection, compelling content, and prediction based media buying technology allowed Speakr to share the content with a 118X larger audience than the influencers’ organic reach, earning nearly 5 million video views. The campaign’s already impressive organic engagement rate doubled to an incredible 32.5% which was 385% greater than the original estimated engagements. Lipton and Speakr came together with all the right ingredients to make this #PinterestFail a delicious success.

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