Background

PG Tips to released ‘Green Tea Monkey on the Thames’, a short film at which shows a gigantic monkey made from green tea travelling through the centre of London. Reality TV stars then give their verdict on this unusual sight on the River Thames. The film was released to promote PG Tips’ range of green tea products.

Objectives


Secure coverage of the video



Increase views of the video



Increase sharing and engagement of the video



Increase awareness of the PG Tips' green tea range


Strategy

Viral Seeding put together a strategy which consisted of outreach, seeding, placement and setting up and running Youtube promotion.


Researching and putting together an extensive list of target blogs and websites



Drafting an outreach template which included key campaign information



Individually contacting blogs and websites to sell in the story



Setting up targeted YouTube promotion



Arranging placements on high traffic web culture sites



Daily reporting and final project evaluation


Campaign Results


22 pieces of coverage secured reaching over 10,000,000 monthly unique visitors (MUV)



60k+ views contributed to the video



Posts on influential London blogs including London on the Inside and Made in Shoreditch



10 inbound links created to PG Tips’ website



23 Facebook shares to over 1.5m followers


Highlights & coverage

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