Advertiser: TESCO
Agency: WIEDEN+KENNEDY
Category: Best Use of Social Media
Producer: Amy Passmore (Wieden+Kennedy)
Creative: Jonathan Plackett (Wieden+Kennedy)
Planner: Danni Mohammed (Wieden+Kennedy)
App Build And Production: Mike Evans (Harmony Park)
Producer: Silvan Schreuder (Wieden+Kennedy)
Account Manager: Sophy Woltman (Wieden+Kennedy)
Social Strategist: Sammy King (Wieden+Kennedy)
Media Agency: Sian Withers (Initiative)
Strategy
Overall idea was ‘it’s the little things that make Christmas’ and pulling a cracker is one of those little moments that are part of Christmas for every family across the land, so this campaign was highlighting that moment. Making it digital allowed people to enjoy this Christmas tradition on Twitter. The objective was to encourage as many people as possible to pull a Tesco Christmas cracker and reclaim their prize in store or online. Our target audience was Twitter users, so we had to come up with a Twitter mechanic that was simple, fun and rewarding that was inherently based on Twitter users behaviour. It was important for the campaign to feel like a little easy to claim a gift from Tesco rather than a spam style giveaway.
Effectiveness
1.Most successful Twitter campaign ever (#PullACracker made a massive impact in social: 171,000 mentions (66% of total Tesco Christmas volume) and extremely positive sentiment (+43%, -2%). 2.Achieved an organic Trend on Twitter within day 1 of the campaign. First ever organic trend for Tesco.3.40,277 virtual crackers pulled.4.Tesco won the sales battle at Christmas with a rise in like-for-like sales of 1.8% beating the other big 3 supermarkets (Sainsburys, Morrisons, Asda).
Execution
Our media strategy was to drive initial audience participation and off the back of this social conversations, which we did through a promoted trend that ran for a day when the activity first went live.The second part of the activity was then to build frequency and have a consistent conversation with our audience throughout the duration of the activity. We had seen previously that there were big spikes in interactions when we integrated our Tweets with Tesco’s TV spots, so we promoted tweets to users who had been impacted by a Tesco TV brand spot by targeting program related conversations through keyword targeting, taking advantage of consumers continued use of dual screens and build on the positive brand emotions generated by the ad.