Tesco wanted to raise awareness of its clothing brand and in particular reach out to fashion followers on a budget. They tasked social media specialists weRsocial to come up with a strategy that would allow it to broaden the presence of its clothing range using the most popular online channels.
The aim of the campaign was to create a blog, which would sit at the heart of all of Tesco Clothing’s social media activity and which would ultimately generate a buzz around the brand’s core message – which was that Tesco makes affordable fashion.
The campaign kicked off in March 2010 with the creation of a blog, called LifeStyled, which used day to day posts to show off the Tesco clothing range. PR activity was used to launch the blog, which each week featured a different author posting under the heading ‘Clothing at Tesco’. Many of these were already prominent fashion bloggers themselves – the incentive for them being that LifeStyled profiled those who contributed and encouraged its own readers to also visit the authors’ individual blog sites.
As brand awareness increased and LifeSytled gained traction, it found that bloggers actually started approaching Tesco, rather than the other way around.
As site activity grew, Tesco created a Twitter account to facilitate conversations with customers and influencers, as well as a Facebook page which it started from scratch. Tesco, alongside weRsocial, worked to make the page a place where customers could discuss products - and then used that to identify key areas of interest.For example boyswear was found to be a hot topic amongst the Facebook group’s fans – information that could be fed back into the brand. Advocates of the brand on Facebook were rewarded with bonus club card points and free coupons in the post.
To boost numbers to the Facebook page, Tesco hosted a ‘Friday Frenzy’, offering all fans of the page 50% off in a flash sale.
With the foundations of the social media campaign in place, Tesco also ran a set of sub-campaigns. For example, to celebrate the launch of its F&F Couture range, a week-long Twitter campaign ran, where followers could win a different item from the range each day.
Following this, key fashion bloggers were invited to an event to preview the new F&F ranges, the aim being that they would then go away and blog about the event, thus gaining the range further exposure.
The ‘Flash Friday’ Facebook campaign saw 40,000 fans join the page in the space of one day, with 9,515 total interactions.
The Twitter launch of the F&F couture range gained Tesco 400 new followers, 1,333 retweets and reached more than 724,775 Twitter users.
The event previewing the new F&F ranges, to which key fashion bloggers were invited, resulted in 17 blog posts generating 172 comments –reaching 77,456 people in total.
Since the campaign launched, Tesco has achieved a total of 41,459 new Facebook fans to its Tesco Clothing fan page and seen 20,520 interactions. On Twitter, it has gained 2,060 new followers.
The Tesco Clothing site attracted 66,184 new visitors during the duration of the campaign – which ran from March until June 2010.
By turning conversations into customers, Tesco Clothing has generated over £1,100,000 in sales activity.
Since the campaign ran, Tesco Clothing has launched various online competitions and activity via its growing Facebook and Twitter channels, including a Twitter summer giveaway and ‘mummy blogger activity’ on Facebook.
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