To drive affinity and help support their brand strategy 'Make Time, Make Tetley', we were asked to encourage their core audience of 25-35 year old women to catch up with their friends.
The outcome would need to work across Tetley's four key markets; the United Kingdom, United States, Australia & Canada.
Our solution was to build an interactive Facebook Canvas Application that allowed users to select the friends who they wished to catch up with and send them a personalised animated invitation. The application was built using an algorithm that searched through the photo, check-in and location data of both the user and their friends. This information was then pulled into our animated world. The application displayed bespoke scenes and maps depending on the data, taking the user on a journey through their most memorable moments with their friends.
We were responsible for all of the elements of the project, from the bespoke user experience and design, to the animation and build.
The campaign was launched during the first week of November and as part of the build we implemented custom analytics and tracking in order to measure bespoke app activity. The build process included custom event tracking and documented conversion funnels to add richness to these insights. This will allow us to monitor results on a weekly basis keeping track of the client’s KPIs throughout the 2 month campaign.