Client
Lipton Ice Tea
Overview
To amplify Lipton Ice Tea’s brand positioning in Australia, we crafted a TikTok and OOH-led campaign rooted in cultural insight and music-led storytelling. At the centre was a custom anthem written by Australian creator Matt Storer, activating a Sunshine Squad of local creators who remixed and reinterpreted the track for their audiences. The campaign culminated in Melbourne’s largest digital billboard takeover, bridging digital and physical engagement.
Client
Lipton Ice Tea
Industry
Beverage
Service
Campaign Lead
Influencer Casting & Management
Creative Strategy
Duration
4 weeks
The Challenge
- Reach 100% of 18–35-year-old Australians on TikTok - Activate a hyper-local campaign with mass national appeal - Make the sunshine anthem trend organically - Drive significant sales uplift with a modest creator budget - Execute a coordinated OOH and TikTok plan without losing creative cohesion
The Solution
- Creator-Led Anthem: Commissioned a bespoke TikTok track performed by Matt Storer - Strategic Casting: Selected 11 high-reach creators with strong Melbourne followings - Co-Creation: Involved creators early in campaign development to reflect local nuances - Cross-Channel Rollout: Combined TikTok-first storytelling with OOH brand moments - Engagement Mechanics: Designed for duets, remixes and shares to encourage virality
The Result
- 40M Impressions - 9M Total Views - 15% Increase in Lipton Ice Tea sales in Australia during the campaign - 100% Reach of 18–35-year-old Australians active on TikTok - 11 Creators Activated - £1.93 CPM — strong cost-efficiency Winning the Gold in drinks category at the Influencer Marketing Awards 2024
