Case Study: Turning Lipton's recruitment drive into a youth branding opportunity

Background
Hindustan Unilever Limited's (HUL) tea-brand Lipton is a market leader in Pakistan and for the past few years has focused its marketing activities on the nation's youth. Its respected annual management trainee programme (referred to in Pakistan as the MTO programme) presented an opportunity for agency Bramerz to build a connection between the brand and Pakistan's student population.

Aim
To solidify Lipton's connection with Pakistan's youth and trigger an online viral drive via social media.

Execution
Keeping students in mind as the campaign's target audience, Lipton and the agency framed the MTO programme as a digital "Lipton Talent Hunt 2010". The idea was to recruit fresh grduates through a social media management and marketing competition.

Participants were challenged to create a digital buzz for Lipton by launching and managing Facebook fan pages which highlight the brand's tag line 'Clear your mind". In total, 13 teams were shortlisted from the country's top seven business schools.

The finalist team was given an offline task and the entire brand team of Lipton Pakistan was present at the event to encourage, appraise and evaluate their performance. The live video of the final round was shown on Lipton's Facebook page to let fans see how the campaign ended.

Results
The six-week campaign generated a 58,000 increase in Lipton Pakistan's facebook fanbase. The campaign saw an average of 146,000 monthly active users, creating 362,000 interactions.