influencer guidelines
introduction & contents
introduction to
guidelines Purpose of these Guidelines To serve as guidance for brand teams when working with influencers; to ensure consistent, best practice approach across markets and projects
how to use these Guidelines Part 1: For brand teams on role of influencers for Lipton, best practice, principles and ways of working Part 2: Materials to inform brief to be shared with influencers
contents introduction & contents 01 02
Introduction: Purpose of the guidelines, How to use the guidelines Contents page
part 1: guidelines for brand teams on working with influencers 01 02 03 04
Why do Lipton use influencers? Key principles of working with influencers How Lipton use influencers How to choose influencers
Part 2: briefing influencers 01 02
Brief on a page template Brand guidance to share with influencers
guidelines for working with influencers PART 1
the purpose of using
influencers We aim to get both existing Lipton and non-users to reappraise the brand by elevating the Lipton tea experience. Consumers buy from people they trust. The 2017 Edelman Trust Barometer found that 60% of respondents saw people they felt were like them as extremely or very credible and trust them as much as experts. By engaging with influencers in the social community we can inspire authentic tea moments; across different types of moments and cultures. After all, we believe that tea awakens us so that we can Live Awake and positively engage with the people and things that really matter.
SOURCE: ZINE 2018 INFLUENCER MARKETING: SCIENCE, STRATEGY & SUCCESS
the vision for
lipton influencers The overarching Lipton vision for using influencers is to inspire authentic tea moments
FROM
TO
Simple Content Creation
Setting the influencer a creative challenge
Repeating a brand message
Influencer adding value through their own voice, tips and opinions
Limited posting on influencer channels
Creative leveraging of assets across influencer and Lipton channels
Highly staged and stylised
Letting the influencer authentically capture moments in their creative style (aligned to Lipton’s guidelines)
Highly branded
Branding incorporated authentically
keep in mind when working
with influencers The Relevance of the influencer to brief and brand is more important than reach 73% of influencer said they put more effort into content creation when they’re passionate about the brand or product. Set the influencer a creative challenge: Leverage influencers’ passion and interest areas rather than just using them as creators or product advocators Trust the influencers’ unique point of view (they know what works for their followers) 84% of influencer prefer loose guidance from brands when creating content for their channels.
Despite their aesthetic POV Influencers must follow guidelines for designing for mobile. Content approval is mandatory before posting.
SOURCE: ZINE 2018 INFLUENCER MARKETING: SCIENCE, STRATEGY & SUCCESS
how we use
influencers Depending the on the JTBD... whether it’s to drive:
awareness Build awareness among new audiences (reach broad groups or target smaller groups by interest)
engagement Increase engagement and shift perception of Lipton and tea
Consider the focus on the content; is it Moment or Product led? This will inform the type of challenge that you brief the influencer with
product led content
moment led content
Example Influencer Brief • Recipe co-creation • Sampling & Offers • Product use and experience e.g. preparation tips
Example Influencer Brief • Brand experiences • Interpretation of a creative campaign idea • Brand competitions
a new product range or launch
a campaign launch
trial Drive product trial and purchase
Finally, identify the Content Pillar your brief fits within (see page below)
how to choose
influencers Identify the Content Pillar that your brief fits within. This will inform the content topic you brief the influencer to create for
tea moments
live awake moments
good for us moments
inspirational and informative content about the wonderful world of tea
inspire possibili-tea embracers to be awake to connected tea moments with inspiring & entertaining lifestyle content centred around tea
empowering possibili-tea embracers to be awake to what makes them feel good with inspirational but simple to achieve tea wellbeing content
WHO? Open to exploring their interests and trying new things. They plan for events and occasions. WHAT? Inspired by cultural travel, experiences and food. Interested in ingredients, wellness and health advice. CORE TOPICS • Tea How Tos • Tea Recipes and preparation ideas • Tea trends and traditions • Lipton authority stories (sustainability, expertise, quality)
WHO? Discovering new adventures and having social experiences. Focused on having fun, together in the moment.
WHO? Discovering simple ways to embrace health and wellness trends. They like looking for new ways to bring balance to their lives and do what feels good for them
WHAT? Inspired by cultural travel experiences, trends and millennial lifestyle, entertainment and clickbait
WHAT? Inspired by health and wellness, mind and body, nutrition and physical fitness
CORE TOPICS • Live Awake socially connected moments • Occasions and events • Ideas for enjoying tea linked to contemporary social moments
CORE TOPICS • Wellbeing lifestyle inspiration • Benefits of tea and ingredients • Influencer wellness partnerships
choosing the right
influencers Finding the right influencer for your brief is important. Consider: relevance Select influencer who is authentic and relevant to Lipton and the target audience: Does the influencer represent the Lipton Live Awake philosophy? Are they social, engaging and aspirational? Does this come to life in through content that would appeal to Possibili-tea Embracers?
brand affinity Select influencers for their skills and interests which suit your campaign: Does the influencer have a passion for wellness, beverages, health, adventures?
Reach Pick a Micro or Macro influencer depending on your JTBD: Is your objective broad reach or engagement? Depending on your brief you may want to reach a smaller, highly engaged group who have a passionate following
MICRO INFLUENCERS
MaCRO INFLUENCERS
Use for: Engagement from a smaller, highly relevant group
Use for: High level awareness (that may extend beyond social media)
10,000 – 100,000
Characteristics: • Highly engaged audience • Personal connection with fans • Access to a distinct or niche audience e.g. interest or regional • More affordable costs
100,000 – 10million+
Characteristics: • Established voice • High production values • Established style and way of working • Higher costs
DID YOU KNOW…. • Only 25% are likely to buy a product when someone with more than 1million followers recommends it • 50% are likely to buy from someone that specialises in that area • 78% will buy from someone they feel they know and trust
choosing the right
influencers Influencer networks we work with:
A full service influencer solution that combines a proprietary technology platform, industry insights, and dilige process to deliver consistent quality content and ROI
“We make influencer marketing better, faster, and easier”
Data-driven full service influencer marketing
“Our tech was built to query influencers, about your social goals, bringing deep insight to people-powered strategies”
Target influencers with the right audience. Pay for performance. Let us do the heavy lifting
other
c o n s i d e r at i o n s rights
SPECIFY ASSET DELIVER FORMATS
You will need to negotiate usage rights to video, imagery and music across all channels
Final asset formats for videos and images need to be specified
INCLUDE RELEVANT METADATA
ENSURE INFLUENCERS HAVE USED #SPON
Make sure to include relevant metadata you would like the influencer to use when posting (tags, descriptions, links, hashtags, @mentions)
REPORTING REQUIREMENTS Specify your reporting requirements (linking social accounts, what data is required and how often, custom links e.g. link to recipe on dotcom)
SOURCE: ZINE 2018 INFLUENCER MARKETING: SCIENCE, STRATEGY & SUCCESS
It is your responsibility to ensure influencers are using appropriate promotion disclosures. We recommend ‘#spon’
A Note on Promotional Disclosures! • Influencers and brands must identify affiliate links. Check local market guidance & legal before posting. • E.g. in the USA the FTC specifies that brands and influencers must be aware of technical limitations of the platform e.g. you only see the first 3 lines of an Instagram post on mobile, so the #ad needs to be at the front rather than the end of a post).
measuring
success Plan how you will measure the performance of influencer activity
media kpi’s • Reach (Impressions) • Engagement rate • Cost per engagement
equity kpi’s • Brand awareness • Brand sentiment • Brand engagement
briefing influencers PART 2
brief
o n a pag e intro & Background
your influencer brief
Our campaign objectives: Simple description of what we are trying to achieve with the overarching campaign– so that the influencer can understand how their activity fits into the bigger picture.
YOUR ROLE IN THE campaign: What role is the influencer is playing to deliver the campaign?
Our Creative idea: Describe the creative thought behind the campaign e.g. ‘that Moment when…’ and how the brand is executing this. OUR product: Detail the relevant Lipton products or range with essential talking points e.g. A portfolio such as ‘Core Yellow’ or Specific e.g. Matcha Click HERE to download a copy of the template. Use this briefing template when briefing influencers and influencer agencies.
yOur Creative challenge: What is the challenge you are setting for the influencer as part of your wider campaign activity? How do you hope they will bring to life your Campaign idea? E.g. Tips and advice, Competitions etc?
OUR offer to you: What are you offering the influencer to do or say with your brand/product that is of interest to their followers? (e.g. gifts, unique experiences etc).
the details focus channels: How will influencer content be used? Which channels? Are you expecting the influencer to leverage their audience? the content topic: Identify the Content Pillar and use this to describe the relevant topic area the content mood: What mood or feeling do you want to create? the deliverables: An outline of expected deliverables (Keep this as open as possible) the mandatories: List any mandatories, information or policies that the that influencer needs to be aware of e.g. • Product names • Hashtags, @mentions, CTA etc. • No children under the age of 18 the timings: Timelines for delivery
intro to lipton
tone of voice
h o w l i p t o n ta l k s For us, tea is about bringing people together… positive • We are upbeat and uplifting… but sincere • We are naturally conversational and use easy-going words… never corporate
friendly • We fun and playful…but not childish • We are friendly… but not trying to be best friends
democratic • We embrace the everyday not just the epic • We share knowledge… without being a know-it-all
examples What we’re not • Introducing Matcha tea • Feel great with a cup made from sun-kissed leaves. • We work closely with our community. • A positive partnership ensures we make tea to love. • We’re committed to community so we do everything we can. • Energise your day. • Get over that slump. • Unwind and create a cosy spot for a cup of tea. • How to make the most of your cup of Matcha. What we are • Meet your MATCHA • ALIVE with the sunshine • LOVE IS LOCAL • We’re all in. • Put some pep in your step. • BRING THE BOOST • Relax, rewind, then press play again • Make more of your matcha!
lipton guidelines
w h at m a k e s a
lipton image? lipton ethos
key elements
Real, unfiltered and naturally illuminated; NOT artificial or staged. This makes our brand relatable and products look natural. Capturing life’s playful, spontaneous moments - moments of human connection where tea plays an authentic role.
The following elements are just some of the things that can go into a Lipton image. Depending on what works for you, use this list simply for inspiration: • People and hints at people • Tea serving ware • Tea liquid • Props and ingredients • Tea tags and product • Illumination and lighting
tea moments
Context of social moment hinted at Authentic context of moment/ occasion/activity Social interaction.
what are tea moments? Tea moments are moments which are focused on the enjoyment of tea
relevant principles • Sociability • Branding • Illumination • Dynamic detail
Dynamic composition Dynamic tea consumption Illuminated by natural light
live awake
Authentic context of moment/ occasion/ activity Tea in authentic vessel/carrier mug – portable for picnic
what are live awake moments?
Dynamic tea consumption, alluring movement Illuminated by natural light
Live Awake moments are moments of social connection, where tea plays a role.
relevant principles • Sociability • Branding • Illumination • Dynamic detail
Authentic moments with real settings and environments, like a moment captured in time, we are part of the moment Clear human interaction Illuminated by the sun
good for us
Dynamic composition, where the elements are arranged in a natural/random way There’s a natural sun light that makes it feels light and bright
what are good for us moments?
This flat-lay set up is a recognised visual language in social platforms
Good for Us moments are moments of wellbeing and feeling good; where tea plays a role.
relevant principles • Sociability • Branding • Illumination • Dynamic detail
There’s a natural sun light illuminating the scene. The branding is positioned in a natural and subtle way Shareable authentic moment
do’s and don’t’s of a
lipton image AUTHENTIC SOCIAL MOMENT vs UNNATURAL/STAGED MOMENT We don’t sugar coat things. So the moments have to be natural and relatable, whilst being aspirational. Moments are optimistic, never grungy, obviously staged or unattainable.
DYNAMIC DETAILS vs STATIC DETAILS Details that convey movement help to capture a moment; rather than a static, staged shot.
do’s and don’t’s of a
lipton image NATURAL BRANDING vs FORCED BRAnDING Lipton branding is achieved through product that is naturally incorporated into the moment. The tag or product should never be the centre of the image.
ILLUMINATION vs NON/POOR ILLUMINATION A brand with the sun at it’s heart, light and illumination is central to creating distinctly Lipton imagery. All photos must have a hint of natural sunlight. But the sun mustn’t be in the frame of the shot and the sun must never be below the horizon.