To demonstrate Lipton's social connectivity, we asked people to share moments of togetherness and joy facilitated by Lipton.

A campaign hash tag - #teamoments was created, and paid media was used to encourage consumers to attach a 6 second video clip or photos of their teamoments with Lipton from Iftar to Suhoor.

Mobile and Search targeting reached the audience at strategic moments throughout their day, and user generated content was collated and stitched together to create a UGC TV advert which then aired on key channels across the region during the final week of Ramadan and on YouTube’s Homepage Video Masthead.

Volume growth jumped a massive +21.1% - (11.1 points greater than the target). This was huge news for the business, Ramadan is not only a time when tea consumption drops, but also a very important time of year to be in the home and connecting with consumers.

We gained 172 basis points in July versus previous month, a significant achievement versus the target of 60 basis points (3x objective).

10,944# mentions, with 9,564 content items received to Lipton. This is particularly impressive as the region remains very conservative and people are hesitant to post pictures of themselves.