The new Lipton campaign, developed through a video crowdsourcing process, introduces Unilever to a new way of reaching their consumers.
For the launch of the Lipton’s new Herbal/Tisane Tea, Userfarm’s crowd of filmmakers worked for one of the most iconic brands of the Unilever Group.
Though a Premium Call – a new process launched by Userfarm – a selected group of PRO filmmakers was invited to pitch for the new product line’s communication. The challenge was to present a video to bring Lipton closer to a target of dynamic and health-conscious women, and to communicate five different products to be enjoyed at five different moments of the day.
Anna Cappellini, Userfarm’s COO and Head of Strategy says, “For this project, Userfarm’s Premium Call was the ideal way to engage the crowd; an invitation-only contest for an international group of PRO filmmakers. Four filmmakers had the chance to work on the brief, unleashing their creativity with the full support of Userfarm production team. This kind of process gives our clients the opportunity to taste the diversity and creative freedom of the crowd, even with the most complicated briefs, and to choose from fully produced, broadcasting quality videos.”
Lipton asked the filmmakers to show all five products of the new range (Time to Relax, Time to Digest, Time to Purify, Immunity Time, Energy Time) and create a video showing different occasions to enjoy them. Another big challenge was to create a modular video, providing material for: a 20” hero video, two 10” cuts for the TV campaign plus five 6” digital video pills! The Userfarm team worked side by side with the selected filmmaker, transforming his video into a whole online/offline brand strategy.
The success of this project proves how video crowdsourcing, when carefully curated, can become an important part of a brand’s integrated communication.
Massimiliano Caporuscio, Marketing Director Food & Beverages at Unilever Italy is a convert to the crowdsourcing process: “At Unilever we are experimenting with new ways to improve and speed up our brands’ communication, by working with young talents, startups, and new platforms. We realized that there’s a wide range of opportunities to be explored even for iconic brands like Lipton, which can communicate the brand and product experience using new and different creative languages.”
Massimiliano also adds, “Without mentioning the speed and dynamism with which these new processes can disrupt the business models as usual and the way we used to conceive brands. This is a big opportunity and we are glad to have chosen this path for Lipton that, with this campaign, is speaking a language which is completely new and much closer to its contemporary consumer.”
The video selected for Lipton was created by DaskyDesign and it is on air on the Discovery Channel, on Mediaset, Sky and Italy’s national broadcaster, RAI. The production process was curated for Userfarm by Alice Cervia and Alessandro De Angelis.