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case study by Method Studios: Twinings Crowd Sourced Product Launch
Background
Twinings campaigns, typically inherited from England and Australia, weren’t connecting with Kiwis. In fact, they were reinforcing the perception of Twinings as a formal, unapproachable, remote, distant, and disconnected brand, with no particular history and no recognisable product range.
Target: New Zealand tea lovers
Brief: Change Twinings brand perception in NZ and launch a crowd-sourced NZ-specific tea
Take a look: www.twinings.co.nz
Strategy
This strategy made good sense. Involving Kiwis in creating the blend for the offspring of a quintessential Twinings asset – English Breakfast Tea –went a long way towards reversing New Zealanders’ perception of Twinings’ as a stuffy British brand. Because this campaign ran for such a long time (almost a year between competition launch and product arriving on shelf), it needed a cost effective way of keeping Kiwis' engaged – and digital made perfect sense.
Our idea: a comprehensive set of online communications channels,branded consistently with a connective and immersive New Zealand summer flavour (the competition launched in December), and maintain an engaging conversation across those channels.
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