Eff Events: Social in the Mix

Event Info

Mon 8 Jul, 2013 from 6:00am - 8:00am
Institute of Practitioners in Advertising
44 Belgrave Square
London, SW1X 8QS, UK
Cost: £20+VAT for members, £40+VAT for non-members


Social in the Mix is part of a series of events celebrating recent case studies from the IPA Effectiveness Awards; brilliant campaigns that have much to teach us about planning effective communications.

Yorkshire Tea had a goal to become the number two brand in the tea market. To achieve this, their creative solution involved ‘little urn’, a van painted in the style of their iconic packaging. Led by Facebook fans, the van travelled from Britain to America, taking a ‘proper brew’ to the people who need it most. Communications charted this Facebook-guided mission, which was then broadcast on television advertisements. In one year Yorkshire Tea market share rose nationally from 12.06% to 13.79%

 If you want to know more about how to effectively use social in advertising join us on Monday 8th July at the premiere of the new IPA & Thinkbox brand film Yorkshire Tea: Taking Yorkshire Tea to the world –the story of Little Urn.

After the film screening there will be a panel discussion about planning social campaigns with a focus on other winning Effectiveness Awards case studies.

The event will be chaired by Simeon Duckworth, Global Head of Analytics, Mindshare with Craig Mawdsley, Joint Chief Strategic Officer, AMV BBDO representing the 2012 Metropolitan Police paper; Jamie Inman, Senior Planner, Beattie McGuinness Bungay representing the 2012 Yorkshire Tea paper and Paddy Adams, Executive Director, Head of Strategy, Manning Gottlieb OMD representing the 2012 Waitrose paper.