Clothing at TescoCreating and engaging a community

Clothing at TescoCreating and engaging a community

we are social

Brief: raise awareness of the Clothing at Tesco brandamongst a fashion and money-savvy audience

Brief: raise awareness of the Clothing at Tesco brandamongst a fashion and money-savvy audience

we are social

We created a blog, LifeStyled, in order to providea unique positioning for the brand and

act as the brand’s main voice within social media

We created a blog, LifeStyled, in order to providea unique positioning for the brand and

act as the brand’s main voice within social media

we are social

We used day to day blog posts to show off the range,letting people see how trendy and affordable the

items are

We used day to day blog posts to show off the range,letting people see how trendy and affordable the

items are

Each week we featured an influential bloggerin a “Clothing at Tesco Loves” post

profiling them and encouraging readers to visit their blog

Each week we featured an influential bloggerin a “Clothing at Tesco Loves” post

profiling them and encouraging readers to visit their blog

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

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

We created a Twitter account to facilitateconversations with customers and influencers

We created a Twitter account to facilitateconversations with customers and influencers

And we created a Facebook page,starting from scratch and turning it into a sizeable

group

And we created a Facebook page,starting from scratch and turning it into a sizeable

group

we are social

We worked to make the page a place where our customers candiscuss 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

We worked to make the page a place where our customers candiscuss 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

We worked with Tesco to reward and engage with advocatesWe worked with Tesco to reward and engage with advocates

We put a strategic plan in place for how we’d dealwith any queries as quickly and efficiently as possible

working closely with the customer service team

We put a strategic plan in place for how we’d dealwith any queries as quickly and efficiently as possible

working closely with the customer service team

With those foundations in placewe also ran a series of different campaigns

With those foundations in placewe also ran a series of different campaigns

we are social

To celebrate the launch of the F&F Couture rangewe ran a week long Twitter competition where

followers could win a different item from the range each day

To celebrate the launch of the F&F Couture rangewe ran a week long Twitter competition where

followers could win a different item from the range each day

we are social

400 new followers1,333 Retweets

reaching 724,775 Twitter users

400 new followers1,333 Retweets

reaching 724,775 Twitter users

we are social

Following that, we invited key fashion bloggers to an event to preview two new ranges, F&F Couture and

F&F Trend

Following that, we invited key fashion bloggers to an event to preview two new ranges, F&F Couture and

F&F Trend

we are social

17 blog posts with 172 comments

Reaching 77,456 people

17 blog posts with 172 comments

Reaching 77,456 people

We have been pushing out the brand’s core message of affordable fashion by allowing bloggers to host

competitions

We have been pushing out the brand’s core message of affordable fashion by allowing bloggers to host

competitions

Reaching 35,400with 100 entries

generating plenty of positive word of mouth

Reaching 35,400with 100 entries

generating plenty of positive word of mouth

we are social

On the Facebook page, our strategy was to grow the fan base quickly by hosting a large but simple campaign,

Friday FrenzyAll fans would get 50% off during a flash sale

On the Facebook page, our strategy was to grow the fan base quickly by hosting a large but simple campaign,

Friday FrenzyAll fans would get 50% off during a flash sale

we are social

40,000 new fans in 1 daywith 9,515 total interactions40,000 new fans in 1 day

with 9,515 total interactions

we are social

We have also held various other competitions, with a Twitter Summer Giveaway, World Cup Widows offers, a

competition to win tickets to a festival and mummy blogger activity on Facebook

We have also held various other competitions, with a Twitter Summer Giveaway, World Cup Widows offers, a

competition to win tickets to a festival and mummy blogger activity on Facebook

We have created an engaged and active communityon the blog, Twitter and Facebook

We have created an engaged and active communityon the blog, Twitter and Facebook

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

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

41,459 Fans20,520 Total Interactions

2,060 Followers66,184 Unique Visitors

41,459 Fans20,520 Total Interactions

2,060 Followers66,184 Unique Visitors

we are social

And turned conversations into customers,generating over £1,000,000 in sales through our

activity

And turned conversations into customers,generating over £1,000,000 in sales through our

activity

we are social