1. Unilever:
PG tips Facebook Launch
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2. Our brief was to create an engaged community
of PG tips fans on Facebook, to help drive brand loyalty
in a promotion-driven category
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3. We launched PG tips’ Facebook page in January 2012,
using the much-loved star of the PG tips advertising
campaign, Monkey, as the voice of the brand

4. Our strategy focused on ensuring that PG tips was
front of mind during key tea-drinking moments
throughout the day, week and year

5. Focusing on PG tips ‘moments’, we shared entertaining, comedic
posts from Monkey about his PG tips themed escapades
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13. As well as creating regular activations and competitions
generating high engagement and interaction
with key brand messages
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14. To generate excitement and conversation around PG tips’ limited
edition jubilee tea caddies, we launched the Caddy Hunt
Caddies were hidden in royal locations across the country and
fans were challenged to find them for a chance to win one
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16. To play on the fact that people like to take their favourite
brand of tea away on holiday, and that fans often upload
holiday snaps of themselves enjoying a cup of PG tips
‘To Monkey with love’ allowed fans to cheer Monkey up by
by uploading ‘digital postcards’ of themselves on holiday
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Our Lucky Scratch-card game was the most successful app
we have deployed so far, designed to work on mobile too
Due to the simple ‘scratch’ nature of the game mechanic,
it fitted perfectly with our core audience
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20. We have created a really strong and entertaining personality
for the brand on Facebook, delivered through
a hardworking community management programme
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21. Resulting in PG tips being hailed as the UK’s most
engaged with brand on Facebook in two separate studies
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