PG Tips - The First Cuppa

In the tea business, you've got to think 24/7. Using active listening, we tracked conversation around the words ‘PG Tips’, ‘cuppa’ and ‘tea’ and discovered that while PG Tips dominated conversations about ‘cuppas’ and ‘tea’ in office hours, it wasn't mentioned at all between 6am – 8am. Zip. Zero. Nada. Twitter was buzzing with organic conversations at this time because this is when people need to start the day with their morning tea fix. We saw the opportunity to make Monkey part of the nation's First Cuppa. We took to Twitter, in our PJs. We hired out-of-hours writers and community managers to be up and tweeting at the crack of dawn. We set up a daily newsroom to react to the stories and jokes grabbing our audience’s attention. To make content really zing, we had a ring-fenced agile media budget and switched on media instantly to boost the best-performing posts. Just like a great cup of tea, the results made us go "Oooh lovely." 88% of the month’s best performing content was recorded in the 6am - 8am slot and the month’s best performing post was retweeted 1300 times (compared to the brand average of 20 RTs).