Award winner: 2015 Internet Advertising Competition - Best Beverage Online Campaign

Tetley wanted to stand out in a sea of tea, and engage tea drinkers in a relevant, unstuffy way, to build awareness and brand engagement.

Our insight: Manners are having a moment that's decidedly unstuffy. Today, everyone loves weighing in on what's proper.

The idea: Proper or Not? Consumers got to vote "pinkies up/pinkies down" on a series of social dilemmas, with the results appearing in real time. Whatever the outcome, one thing was sure: Tetley is always a proper cup of tea.

The campaign was deployed with user-targeted animated banners, mobile banners, sponsored content and integrated social media with a vote-with-sweepstakes. All media drove traffic to a dedicated, interactive, Proper or Not? microsite.

Performance scored a pinkies up: exceeding both industry norms and Tetley's prior benchmarks, in clickthrus and actions completed; adding thousands of new likes for Tetley's Facebook page, and outdoing all previous Tetley social campaigns in shares, comments and entries.