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.
@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.