Campaign details

Brand: Tesco
Advertiser: Tesco
Agency: Bartle Bogle Hegarty; MediaCom

Executive summary

The recommitment to Every Little Helps played a key role in the turnaround of Tesco. Social was able to bring this to life in a way that hadn't existed at its conception in 1993. It allowed Tesco's communications to behave in a genuinely helpful way. This paper demonstrates how leveraging social platforms behind the brand promise of "Every Little Helps" changed brand perception and created commercial growth. In total, social media drove £297 million in revenue and £59m in (category indexed) profit with a ROI of £3.55.

Introduction

The turnaround of Tesco from 2014 to today is an extraordinary one. It tells of how Tesco went from suffering well-documented pressures to 9 quarters of successive growth in just 4 years. It's a story that shows how Tesco, by going back to what had once made it great, and by breathing new meaning into Every Little Helps, found the key to unlock growth once more.