How influencers were used to reposition a 250 year old brand.
Twinings wanted to launch Cold In’fuse – their first ever product that infuses with cold water, not hot. This was big news for Twinings; it’s a product designed for a younger, urban, millennial audience – who were favouring cold water bottles over china tea cups.
But… this was not an audience Twinings had spent time engaging and it was a completely new product for the market to understand.
So how do you reposition a traditional British tea company, that is over 250 years old with a new, hip millennial audience – whilst launching an entirely new product category at the same time..?
Twinings were on a mission to change up water with their first cold infusion.
We wanted to demonstrate the Twinings brand had changed, that this product literally changes water – and encourage our audience to change their hydration habits. So we enlisted some help…
A group of Instagram influencers who all live active lives – who would be challenged to ‘change things up’ and showcase the new Cold In’fuse.
How we made this happen.
We recruited seven influencers who were each allocated a specific day of the week for a total of one month. This meant daily content flooded the Instagram feeds. The influencers were segmented based on passion points – but also with overlapping audiences to ensure consumers saw multiple content posts.
Each influencer did a total of four hard posts and three stories a week – showing the journey and adventures they took part in. Each post began with the influencer dropping the Cold In’fuse into a water bottle – demonstrating the product in context.
The Cold In’fuse campaign saw known and loved influencers doing new and interesting things. We saw influencers #ChangeItUp in many ways, from trying at-home Pilates and speed work training in the gym to changing their usual morning workout to a hike up to a beautiful look out point, to exploring new cities and trying new adventure theme park rides! They were literally changing up their content and disrupting their routines..
The month long campaign achieved:
- 1,983,546 Engagements
- 1,188,300 Followers
- 21,389,382 Impressions
- 134 Pieces of content created
- £0.01 Cost per engagement
Even consumers started to use the hashtag and shared how they changed things up. Twinings Cold In’fuse took the UK by storm and was a sell-out success across retailers nationwide.
Twinings #ChangeItUp won a Certificate of Excellence for Best Influencer Programs + Endorsements (paid) at the IN2 Sabre Awards.
“Working with top UK influencers to support the launch of Twinings Cold In’fuse was fundamental to it’s quick success in market. We were able to reach a new, younger audience who were heavily interested in health and wellbeing and built a credible relationship with them through compelling product led content.”
Alex Jackson, Brand Communications, Twinings UK.
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