News Summary

• Lipton is testing a new way to do creator marketing without building big in-house social teams.
• After a two-year global trial, the tea brand is using influencer marketing agency Billion Dollar Boy’s “Social Hubs” The model gives Lipton many of the benefits of having its own local social teams, while outsourcing the day-to-day grind of finding, managing and briefing creators.
• The early results have been strong, according to Lipton with 16 regional creators posting on Instagram and TikTok.