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Clothing at Tesco: Creating and engaging a community
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Clothing at Tesco: Creating and engaging a community Presentation Transcript

  • 1. Clothing at Tesco: LifeStyled Creating and engaging a community March–July 2010 social we are
  • 2. Brief: raise awareness of the Clothing at Tesco brand amongst a fashion and money-savvy audience social we are
  • 3. We created a blog, LifeStyled, in order to provide a unique positioning for the brand and act as the brand’s main voice within social media social we are
  • 4. We used day to day blog posts to show off the range, letting people see how trendy and affordable the items are
  • 5. Each week we featured an influential blogger in a “Clothing at Tesco Loves” post profiling them and encouraging readers to visit their blog social we are
  • 6. We also approached prominent fashion bloggers to guest blog As brand awareness increased and the “Clothing at Tesco Loves” posts gained traction, bloggers started approaching us social we are
  • 7. We created a Twitter account to facilitate conversations with customers and influencers
  • 8. And we created a Facebook page, starting from scratch and turning it into a sizeable group social we are
  • 9. Range 25% Price 5% Size/Age 17% Design 35% Other 18% Feedback on boyswear We worked to make the page a place where our customers can discuss products, so we could identify areas of interest Boyswear was a topic our fans were interested in, so we worked with the brand to create a outlet for this feedback We were then able to feed these insights back into the brand
  • 10. We worked with Tesco to reward and engage with advocates social we are
  • 11. We put a strategic plan in place for how we’d deal with any queries as quickly and efficiently as possible working closely with the customer service team social we are
  • 12. With those foundations in place we also ran a series of different campaigns social we are
  • 13. To celebrate the launch of the F&F Couture range we ran a week long Twitter competition where followers could win a different item from the range each day social we are
  • 14. 400 new followers 1,333 Retweets reaching 724,775 Twitter users social we are
  • 15. Following that, we invited key fashion bloggers to an event to preview two new ranges, F&F Couture and F&F Trend social we are
  • 16. 17 blog posts with 172 comments Reaching 77,456 people
  • 17. We have been pushing out the brand’s core message of affordable fashion by allowing bloggers to host competitions
  • 18. Reaching 35,400 with 100 entries generating plenty of positive word of mouth social we are
  • 19. On the Facebook page, our strategy was to grow the fan base quickly by hosting a large but simple campaign, Friday Frenzy All fans would get 50% off during a flash sale social we are
  • 20. 40,000 new fans in 1 day with 9,515 total interactions social we are
  • 21. We have also held various other competitions, with a Twitter Summer Giveaway, World Cup Widows offers, a competition to win festival tickets and mummy blogger activity on Facebook
  • 22. We have created an engaged and active community on the blog, Twitter and Facebook
  • 23. Through strategic planning and launching relevant creative campaigns we’ve attracted a new audience, facilitated conversations, positioned the brand as a fashion destination and created interest in the clothing itself
  • 24. 41,459 Fans 20,520 Total Interactions 2,060 Followers 66,184 Unique Visitors social we are
  • 25. And turned conversations into customers, generating over £1,100,000 in sales through our activity social we are