Copy of public relations case studies group 04

TOPIC: Is it

possible to make a brand steeped in history hot to a new generation of tea drinkers?

ISSUE: Lipton Tea realized its

unpopularity among the young lot, which was certainly a draw back on their part in terms of earning a good profit. Had they been successful in targeting this particular audience they could bring in an even better profit. Thus to confront this situation Lipton tea decided to heir a PR organization, named Ogilvy PR.

SLOGAN: Lipton Tea asks young

consumers to RETHINK THE DRINK.

OBJECTIVE: The main objective of the company for hiring a PR

organization, Ogilvy, was to attract the young public somehow and make them their customers. Because targeting this audience would have meant a larger profit margin. And for this purpose they decided to transform the brand into the brand of the pop culture.

PUBLIC RELATIONS CAMPAIGN: Two part campaign:

Lipton Pyramid Tea Party Healthy Beverage Guidelines

LIPTON PYRAMID TEA PARTY:

They organized the Lipton Pyramid Tea Party , an attractive, elegant event. This event was hosted by Golden Globe nominated actress and singer, Emmy Rossum.

Invitations were extended to celebrities, fashion influencers, Gen Art members and target media.

The Lipton Pyramid Tea Party was attended by over 500 celebrities such as Tori Spelling, Miss Universe, Miss Teen USA and supermodel Karolina Kurkova.

HEALTHY BEVERAGE GUIDELINE:

They hired Dr. Barry Popkin and a panel of experts. The campaign was named Healthy Beverage Guidelines.

The objective of the campaign was change the attitude of the public regarding the usage of beverages in their daily lives.

The PROs had found out earlier that the daily caloric intake of Americans was 25% by the liquids which should have been 10%. And they made their point by telling people that Lipton alone could do that.

COPING STRATEGIES: PATRONAGE: Lipton Pyramid Tea Party.

PERSUASION: Healthy Beverage Guidelines.

THE TOOLS USED: Media outreach Paid advertisement The development of a micro site Direct mail aimed at registered dieticians A parallel campaign targeted the Hispanic community, with

Spanish-language media. An exclusive story with The New York Times was secured

and then extended to additional media targets following the event through creative deliveries, premium press kits and desk side visits.

Lipton also partnered with the nonprofit organization, Youth Aids, in order to secure media, celebrities and public interest.

THE MODEL OF PUBLIC RELATIONS USED:

SOURCE

COMMUNICATION WITH PERSUASIVE AIM

FEED BACK FROM OR FEEDFORWARD ABOUT THE RECEIVER

RECEIVER

CONSEQUENCES OF THE TWO-PART CAMPAIGN:

The Healthy Beverage Guidelines was a pioneering initiative that generated 50 million+ media impressions, including coverage in CBS Early Show, USA Today, U.S. News & World Report, Washington Post, Allure, Health, The New York Times and Consumer Reports.

The Lipton Pyramid Tea Party was attended by over 500 of the Big Apple’s glitterati including celebrities such as Emmy Rossum, Tori Spelling, Miss Universe, Miss Teen USA and supermodel Karolina Kurkova.

Restoration of Chinese women volleyball team by

Issue

• After 1984 the Chinese women volley ball team’s has suffered due to the poor performance of the players

• This game was primarily started associating with the older people

Campaign

The PR campaign was started by the OGLIVY hired by the Addidas after 2008 Beijing Olympics

Campaign was started according to the four stages of planning• Research and analysis Ogilvy PR first done research by reviewing the qualitative

findings of all china strategic research and than analyzed the main problem

• Planning and budgeting After the careful analysis they found out the following

things to work upon

• Create star power for the team. • Showcase the power of the game to boost

its coolness factor.

• They make sure the involvement of youth in it

The Ogilvy PR practitioners and Adidas have invested 10 percent of their budget in this campaign.

• Carried out approved plan Mainly focused the Chinese high school students

and the growing rate of young people who use internet on the daily basis

Media tools They created a boosting profile of Chinese Women’s

Volleyball Team (CWVT).

• They created the Chinese Olympic team blog. They debuted their photos on the blog giving them professional makeover and captured in glamoured shots. This blog allowed two way communications between the fans and players

• Six films were shown depicting power of game and to show the games speed and power they used various creative stunts

Volleyball chant competitions were arranged to involve youth

Two participants of the wining team are showing symbols for chant on their bodies

Monitoring and Evaluation

• The Shanghai Times noted that fans were impressed with the team’s "never-before-seen sexiness." CWVT members were even featured in youth lifestyle magazines, such as Easy and Touch.

• The blog attracted nearly 161,000 unique visits in the first three months, while the chant competition site logged nearly 400,000 unique visits in the same time period

• More than 5.5 million visitors clicked through and viewed the viral films within the first three months of release

73 percent of viewers said the films were "innovative" and stimulating, while 78 percent of viewers forwarded them to friends

How they attracted the youth

• Patronage• Persuasion1. Presenting2. Attending3. Comprehending4. Acting

PR model in which the campaign lie

SOURCE RECEIVER

BALANCED

COMMUNICATION

FLOW

This PR campaign lies in Two way symmetric model

In this process the PR practitioners negotiate their target audience i.e. youth, through effective communication. To bring fans closer to the players they created the first-ever Chinese Olympic team blog.

They also made the fans and youngsters to practically

work for their stars and game