MORNING MOODS

ClientPG TIPS, UNILEVER
Category E06. Innovative Use of Social or Community
TitleMORNING MOODS
Product/ServiceTEA BAGS
Entrant ANALOGFOLK London, UNITED KINGDOM
Idea Creation ANALOGFOLK London, UNITED KINGDOM
Credits
Name Company Position
Simon Richings AnalogFolk Creative Partner
Daniel Noller AnalogFolk Associate Creative Director
Matt Seccombe AnalogFolk Senior Creative Team
Matt Mitchell AnalogFolk Senior Creative Team
sam white analogfolk Social Media Manager
mike harris analogfolk Senior Social Strategist
Jack Trew analogfolk strategist
chris musajjakawa analofolk Senior Project Manager
Lucie Sarif analogfolk Account Director

The Campaign

Mornings… Who needs them? Some mornings can be difficult (Monday, we’re looking at you). Others can be awesome or simply meh. Through social listening and keyword searches on Twitter, we established that people were more than happy to share how they were feeling. The problem was that no-one seemed to be feeling the same way. Mondays peaked for being both ‘tired’ and ‘productive’, while on Fridays people were ‘calm’ and ‘motivated’. It became clear that a one-size-fits-all sentiment like Mondays being depressing wouldn’t work. Rather than tell the audience how they should be feeling, we needed to give them a tool to express their individual moods. Join the GIF-olution 100 million GIFs were shared on Twitter in 2015 alone. They’re easy to consume and, like emojis, have become a language of their own, a shortcut for a mood or response.

Creative Execution

Before beginning our paid Twitter activity, we made sure that the GIFs were as easy to use as possible. To achieve this, we partnered with Giphy, the go-to search engine for GIFs that powers the GIF keyboards of most major social networks and operating systems. We introduced our GIFs to the world by using them to speak to people, as PG tips, on Twitter. It was important to us that we were using Twitter like a normal user, not a brand. Every morning of the campaign period, we had a team of writers replying to our audience in real time, with GIFs and copy that reacted to the conversation. As well as joining organic morning conversations, we used the newly-launched ‘Moments’ format to demonstrate the range of our GIFs in an interesting way perfect for mobile consumption. The moods and accompanying copy changed depending on the day to maximise relevance.

By keeping everything we did authentic, timely and humorous, we saw an unprecedented amount of interaction. Organic o 22.1m organic views on Giphy (in 6 weeks). Latest figures are 95.1m. o Gifs appeared on the top trending Giphy categories: ‘Excited’, ‘Zen’ and ‘No’. Paid o A reach of 1.5m at an average frequency of 1-2 (in 6 weeks). o Just under 4 million impressions (in 6 weeks). o Average Engagement Rate (ER) was 3.04%, performing above Twitter’s industry standard of 2-3%. o Overall VTR rate was 17%, above the 15% industry benchmark. Fans and celebrities were quick to embrace our content, with names such as Rudimental, Lauren Pope, Sarah Millican, and the anchors of Good Morning Britain, to name but a few, all authentically engaging with the campaign. This meant that, for a modest budget of £50k, we didn’t just join the morning conversation, but totally owned it.

Morning Moods Our strategy was to join the conversation and talk about moods through the emotional currency of funny GIFs. To do this, we put Monkey, PG tips’ well-loved, animated knitted sock puppet adopted in 2006, to work to create a seemingly endless set of shareable GIF animations – Sad Monkey, Zen Monkey, Sassy Monkey, Sleepy Monkey, Confident Monkey etc. – which drove people back to our product message. We chose not to assign specific sentiments for specific days, but rather to create a suite of emotions the audience could use to represent how they were feeling that day. Knowing that the GIFs would appear in different messaging feeds, at varying sizes - from the quite small to the incredibly tiny - we ensured each was perfectly puppeteered to clearly communicate maximum emotion, drama and humour.