Tesco: Supercharging helpfulness through social

Saskia Jones

Tesco, a supermarket chain, leveraged social platforms behind the brand promise of 'Every Little Helps' to change brand perception and create commercial growth in the UK.

Campaign details

Brand: TescoAdvertiser: TescoAgency: 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...

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