Typhoo - Case Study
CategoryMedia Planning and Buying | Digital Marketing | Programmatic | VoD
ClientTyphoo Tea is an iconic and favourite English tea brand with over 100 years of heritage. Mediareach has been looking after their media planning and buying for over five years.
Mediareach was tasked to plan and launch a powerful national advertising campaign for Typhoos’ new ‘Great moments’ ads with celebrity chef Nigella Lawson, who started as a new brand ambassador for Typhoo Tea. Our task was to reach as many people as possible across UK to create brand awareness particularly among female tea drinkers.
WHAT WE DID
We launched ‘Typhoo Moments’ TV campaign on national TV channels with new 10sec and 30sec ads featuring Nigella Lawson. We came up with a proposition to launch the TV campaign around the breakfast programmes, such as on ITV to wake up the nation with their favourite cuppa. The ads were also placed across other top TV channels such as ITVB, Sky, Channel 4 and Channel 5, as well as eight ethnic channels creating high brand recall.
We also launched Typhoo’s first ever digital campaign with Programmatic Display and Mobile, as well as VoD campaigns on ITV, Channel 4, and Sky around handpicked popular programs reaching out the core audience during the times when they are the most eager to engage.
Later the campaign was accompanied with high-impact bus campaign targeting tea-drinking hotspots across Birmingham, Manchester, Newcastle, Liverpool, Leeds and Edinburgh.
What We Achieved
- The TV campaign reached over 8.142 million targeted views.
- The bus campaign created a real stand out achieving over 43 million impressions.
- The VoD Campaign delivered about 800,000 impressions through high quality placements on ITV, Channel 4 On Demand and Sky with 0.49% CTR and 1600 clicks.
- Programmatic on desktop mobiles and tablets achieved about 2 million impressions with 0.19% CTR, and 1209 clicks with 60% completion rate.