Award Entry for Shortys

1. Tesco Ireland:
'How-to' use Search with
Social to Win Christmas
1

2. Objectives & Budget
2

3. Budgets

4. Ditch the magazine. Digital has your back

5. Target Audience and
Strategy
5

6. Evolving from recognition to help
To The Hosts 2016 - Recognise
New campaign. Focus on
recognising the hosts.
Helping Hosts Create Magic 2017 -
Help
Emphasise helping the host. Digital
led campaign.

7. Consumer Focused, Every Little Helps Strategy – Key Insights
Insight 1 Insight 2 Insight 3
How to content was the best
performing content in 2016
How Tos spike every year in Nov
& Dec
How Tos stretch across the rhythm of
Christmas

8. Week by Week Searches – The Rhythm of Christmas
Searches changing in intensity week by week

9. 9
Helpful Content Hub The Tesco Content Hub Housing Helpful Content:
https://food-and-community.tesco.ie/home/helping-hosts/host-helps/

10. 10
Implementation and
Creativity
10

11. 11
Helpful Content, Where & When You Need It
Paid Search Ads
Social Ads

12. 12
Campaign grounded in data and customer needs
From To
From a campaign led by TV ads in 2016 to creative and content
being driven by customer need states cross channel in 2017

13. 13
Bringing customers through the funnel – Omni Channel
Awareness
Interest
Consideratio
Action

14. 14Promoted Pins
Facebook Video
Instagram Story
Paid Search
Tesco Blog
Tesco Website
Sample Customer Cross
Channel Journey

15. 15
UTM Hack
Search: target competitor current clients & share with Facebook through our UTM hack!
UTM hack to share AdWords audiences with Facebook without any third party software or crazy
coding involved. We used this audience to remarket to customers of Tesco’s biggest competitor
across multiple channels.
UTM hack explained:
1. Create specific Search
ads based on the
Audience you want to
capture. Ex. Competitors
2. Ad a unique parameter
at the end of your final
URL
3. Create a Facebook
Audience based on URL
contains “your parameter”. You
can also create Lookalike

16. 16
New Ad Formats
Messenger Chatbot Ads Facebook canvas for
finest Facebook Live Photo

17. 17
New Ad Formats
Collection Ads Instagram Story
Promoted Pins

18. 18
New Ad Formats
Facebook Messenger
Sitelinks
Twitter Video Cards

19. 19
Ad Formats: Generating Urgency Across Channels
Facebook Ads Countdown ads in search
Email

20. 20
‘Sweating’ Influencers
Using influencers’ credibility to drive Quality message.
For the most important meal of the year, hosts need a recommendation. Using branded content
partnerships we could promote the content from the influencers page. We also made sure to be
visible for follow up searches.
Branded Content Partnership promoted
by Tesco

21. 21
‘Sweating’ Influencers: Facebook Q&A

22. 22
Ad Formats: AdWords IF Functions & Audiences
Customers
AKA Converters
Potential Customers
AKA Non Converters
>Emotional EmotionalFunctional Functional >
IF Functions + Learnings to increase performance
{=IF(audience IN ( Customers), Spend More Time With Your Family This
Christmas By Buying Your Groceries Online!): Get €10 Off On Your 1st €60
Online Shop RXXMGT4 Helping You Save This Christmas! }

23. 23
Sentiment Analysis
Identifying the areas of negative sentiment around Tesco
Geo targeting these areas with helpful content

24. 24
Competitor tactics
We knew when people were searching for competitor turkeys / online shopping and targeted them
directly on search with Tesco’s USPs. Furthermore, once they landed on our site we captured them
as an audience and build lookalikes of them.

25. 25
Competitor tactics
SOCIAL: TARGET FANS OF COMPETITORS WITH TESCO USPS
We targeted fans of competitors on
social and show these people ads
with Tesco’s USPs, e.g. Click &
Collect

26. 26
Real Time Results from Cross
Channel Insights
Increased interest in Paid Search Keywords resulting in increasing
budgets on similar Social Ads

27. Results & Evaluation
27

28. 5.8% year on year sales growth

29. Beat turkey revenue target by 10%, with pre-orders up 29%

30. Total ROAS 18:1, up 248% year on year
Revenue & ROAS
Revenue up 309% year on year. 2.9m revenue.

31. The Value of Cross-Channel Campaigns – 44% of revenue from 2.5% of
ad spend.

32. 32
Sentiment 2017
Sentiment 2016
Positive Sentiment
Positive
sentiment (joy!)
increased 10%
YoY

33. 33
Sentiment Pre
November
Sentiment 2016
Turning Sentiment from Negative to Positive: City
level
Sentiment After
Christmas Campaign
Sentiment went from
negative to positive
We Pushed Out Helpful Content in These Cities
Month on Month comparisons

34. Pinterest Case Study for Tesco
https://business.pinterest.com/en/success-stories/tesco-
ireland

35. Thank You Email