Lipton Ice Tea wanted to increase sales of 500ml bottles in Sainsbury’s Local stores. With insight that told us the drink sold best in summer, we devised a highly targeted mobile campaign that made the most of the hot weather
We created a database of the brand’s target customers of 18-24 year olds and texted them when they were within walking distance of a Sainsbury’s Local. When the temperature rose above 18 degrees the content of the message changed, encouraging shoppers to cool off with a Lipton’s Ice Tea.
By targeting shoppers in the right demographic with a higher propensity to buy, close to the store, with messages tailored to the temperature, we were able to achieve excellent conversion rates.
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