Tesco HSC ran a 20-day #spreadcheer social media campaign from December 27th to January 15th to raise money for charity and build internal pride. They encouraged employees to share photos of community activities on Facebook and donated 10 rupees for every like and share, ultimately raising over 7,000 rupees for cancer patients. The campaign doubled likes on Tesco HSC's Facebook page and engaged over 6,350 people, receiving positive press coverage. Lessons included keeping likes and shares separate to increase participation and securing leader involvement.
Ignite Your Online Influence: Sociocosmos - Where Social Media Magic Happens
Tesco hsc's spread cheer campaign v1
1. #spreadcheer Community Social Media
Campaign
Summary: Tesco HSC Participation
27th December, 2013 – 15th January, 2014
20 days
Powered by the Corporate Communications
2. Contents
• About us
• Context
• Objectives
• Strategy
• Plan
• Our Social Media Channels
• Outcomes
• Creative
3. About Us
Tesco Hindustan Service Centre (HSC) is an integral part of Tesco, a leading
global multi-channel retailer. At Tesco HSC we build world class technology
platforms and products, design stores and manage finance, supply chain and
retail operations. We began in 2004 to centralise and standardise our
processes, leverage size and scale and deliver best in class operations for
Tesco. Today we serve as the only technology and retail operations centre
that caters to Tesco’s growth and presence globally. Tesco HSC strives to be a
benchmark among similar technology and operation centres, especially retail
leaders.
At HSC, situated in Bangalore, a team of over 6700 professionals create,
manage and deliver strategic business outcomes for Tesco worldwide be it in
the day to day running of stores or anchoring our online business or creating
and rolling out new offerings which support 530,000 colleagues globally.
4. Context
• #spreadcheer community campaign By Tesco HSC aimed to educate followers
about our initiatives and also build pride among colleagues.
• Invite colleagues to share photos and content of activities they were involved.
• No funds were used to seed the campaign.
• Using the Tesco HSC Facebook as a platform the campaign encouraged
followers and colleagues to ‘like’ and ‘share’ the updates with their network.
Every ‘like’ and ‘share’ led to the organization giving back INR 10. The funds
collected were given to a charity we engaged with.
• The company contributed INR 1.5 lakhs to Karunashraya, a charitable trust for
cancer patients.
5. Objective
• Energize colleagues to give back to Community (CSR)
• Excite followers online on the impact they were making on the
communities.
• To create awareness around Tesco HSC’s community initiatives.
6. Plan
• Host event on Facebook
• Daily posts with #spreadcheer hashtag
• Invite conversations
• Tweets from @Tesco_HSC handle
• Internal communications for reinforcement
• Push via community (CSR) champions
7. Our Social Media Channels
http://www.linkedin.com/company/tesco-hsc/
https://www.facebook.com/TescoHSC
https://twitter.com/Tesco_HSC
8. Impact/Outcome
Impact
• #spreadcheer campaign: 6350+ reached, 400% spike in likes, 30+ retweets
• 26000 people on Facebook and generated 647 likes, 33 shares and 21
comments for 23 posts
• Tesco HSC’s Facebook page doubled in terms of overall likes from the
previous month! The campaign raised about INR 7000+ in a span of two
weeks based on the shares and likes we counted.
• LinkedIn page reached 1600 more people and our 26 tweets from our
Twitter account got retweeted 40 times.
• The power of the collective network and effort worked to make this an
effective campaign.
• The company contributed funds raised from this campaign to
Karunashraya, a charitable trust for cancer patients based at Bangalore.
9. Learning
Learning
• Keeping likes and ‘shares’ separate would have increased participation
• Using images worked for garnering attention
• More leader participation
• Checking #speadthecheer before hand helped to avoid a crisis
10. Media Visibility
Headline Publication URL
How Tesco HSC Spreads
Cheer
Paul Writer http://paulwriter.com/tesc
o-hsc-spreads-cheer/
Effective Use of Social
Media
Scribd.com http://www.scribd.com/do
c/212673496/Effective-
Use-of-Social-Media
Is internal comms about to
get interesting?
• Crowdsourcing of funds
PRMoment http://prmoment.in/1498/
is-internal-comms-about-
to-get-interesting.aspx
Social Media Case Study:
How Tesco HSC Raised
Money on Social Media
With #SpreadCheer
Social Samosa http://www.socialsamosa.
com/2014/03/social-
media-case-study-tesco-
hsc-spreadcheer/
