Case Study

Tesco Ireland increases engagement with busy mums with a series of ‘Food Hack’ videos

Key results

The opportunity

Tesco Ireland (@TescoIrl) wanted to reach and engage with its target audience of busy mums by providing them with easy-to-follow and healthy recipe ideas on Twitter. The brand also hoped to increase overall engagement with its account in Ireland.

The strategy

@TescoIrl recognised the popularity and viral potential of short-form Food Hack videos on Twitter, which it saw as a great way to engage its target audience and grow its follower base.

@TescoIrl devised a content plan, based around colourful stop-motion video, that showcased helpful cooking tips and highlighted how healthy eating can be easy and fun. The brand rolled out a variety of these creative videos throughout the campaign to ensure it remained top-of-mind.

As well as its core Twitter audience of mums, it targeted people following popular Irish influencers and entertainment accounts as well as those following competing brands. Using real-time optimisation helped refine its targeting efforts and reach an engaged audience.

Use Promoted Video for maximum impact.

Promoted Video is a proven way to drive engagement, and can achieve 28% more Retweets. To ensure its content had the greatest chance of success and was widely shared, @TescoIrl included mouth-watering imagery and handy tips in each video.

Reach the right users with targeting.

@TescoIrl employed Twitter’s many targeting options to make sure its campaign resonated with an invested audience. @username targeting ensured the message reached those interested in cooking, lifestyle, and supermarkets, and provided the opportunity to turn budding chefs into brand ambassadors.

Optimise your campaign as it develops.

@TescoIrl continually optimised its campaign as it developed. By taking advantage of Twitter’s video analytics dashboard, @TescoIrl was able to monitor video views and gauge targeted @username performance. It then modified targeting to ensure maximum impact and optimal video views.

The success

Promoted Video on Twitter performed extremely well for @TescoIrl. It generated more than 105,000 impressions across Ireland, with an average Promoted Video engagement rate of 26.07%. Overall, the campaign totalled more than 60,000 video views with a cost per view as low as €0.02.

We really wanted to … get our users involved in the healthy-eating conversation. Short-form videos were the perfect way to share ‘hacks’ with our audience and increase engagement. The excellent view-through rates highlight the user experience with Promoted Video.

Catriona O’Boyle, Digital Marketing Manager, Tesco Ireland

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