Lipton Mobile Video Campaign
Unilever’s Lipton tea brand launched four mobile videos – meaning they were produced for full-screen, vertical video viewing on smartphones – that tell the stories of some Millennial-aged tea farmers in Kenya who help make Lipton tea but are also passionate about so much more, like music (one group of farmers goes by the rap name Aroma 3). The vertical videos are promoted with the #BeAMaker hashtag. The company says it wants to connect the Millennial tea farmers to its Millennial consumers around the world. It’s short-form content that attempts to make the tea brand a bit more transparent on where it comes from and who is making it. Lipton Tea shared the videos on its social accounts like Twitter and Facebook, and the videos could be seen on YouTube and Vimeo.