Product: Tesco Mobile
Agency: FanClub PR
Country: United Kingdom
Do you remember being a teen? How conscious you were about everything from your email address to your pencil case?
In a market of entrenched telecoms boasting special offers, Tesco Mobile sought to loosen up its staid brand image and appeal to a younger demographic. Step one: Create positive sentiment for the brand among the vast, but fickle group of people ages 18-25, whose day-to-day choices are strongly driven by individual identity. Step two: Encourage these lucrative users to consider Tesco Mobile against O2 and Vodafone, focusing on the triple benefits of pricing, customer service and 4G capability at no extra cost.
The “Enough Said” campaign was designed to help transform the current view of Tesco Mobile. Previously, the brand was not considered “cool” and was associated as a value network as opposed to one known for good service. With consumers slowly opening their wallets and willing to spend more post-recession, the brand wanted to showcase Tesco Mobile as having high-quality service as well as being good value.
Following Tesco Mobile’s “Enough Said” television adverts -- which used a tongue-in-cheek style to highlight benefits of being a Tesco Mobile customer and then swiftly moved on to entertaining viewers -- the brand opted for PR and social media to further drive its brand message to a consumer group no longer effectively reached via traditional media.
Armed with research on the effectiveness of social networking as an engagement tool, FanClub PR set out to find online influencers who had strong, loyal followings. The shop recruited Internet sensation and popular vlogger Jim Chapman as the face of the campaign. The well-loved YouTuber had more followers than David Cameron and a staggering number of fans including:
Those hefty figures were further amplified by how engaged Chapman’s fans truly were -- constantly commenting, re-tweeting and sending his social currency through the roof.
Tesco realized the best method to reach UK social mavens was to put them in the picture and given them a chance to shine -- and potentially win £5,000. Therefore, a contest launched in fall 2014 asking fans to create their own videos and allow them to easily upload them via a bespoke, mobile-friendly Facebook app. Mobile audiences have a very short attention span and don’t like anything too tricky or time consuming, so the app had to be completely user-friendly and easy to operate.
Users were given examples of potential formats and were then challenged to create their own videos that would entertain a panel of judges for 30 seconds. Visitors to the Tesco Mobile website could simply select “create my video,” which incorporated one of three Tesco Mobile benefit adverts. They could then upload a video from their device or computer; once uploaded they received a “Thank you” message and their video was sent for review. Once approved, the user was sent an email with a direct link to view their advert and share it.
A promotional video with Chapman encouraged fans to enter, using some of the earlier submissions as examples. Additional social media content was produced, including visuals with imagery formatted for each social media platform -- so that wherever it was being viewed on whatever device, it was always high quality. On top of this, the brand sought the help of comedian copywriter Beck Hill to create witty social media responses, content and copy.
Chapman then created his own video that aired on his 1.7-million-subscriber YouTube channel announcing his involvement as one of the main judges. Thereafter, a media tour commenced with stops at London Live, a day dedicated to radio interviews and an op-ed for the Independent , which talked up his path to becoming a YouTube star.
The video entry was designed to target extroverts, who in turn created content for the brand. With this in mind, the agency targeted the Britain’s Got Talent queues giving those fun-to-watch opportunists the chance to win £5,000 and subsequently, generate even more material for the brand. In addition, adverts were placed in the actor’s magazine, The Stage and posters were placed in theatre schools in London. The contest winner was Sam Bird of Norfolk, who created a video of different types of selfies. It was funny, shareable, and current.
The campaign exceeded benchmarks set by Tesco Mobile on several fronts. Brand sentiment increased by almost 6 percent, rising from 2.39 percent to 8.36 percent during the campaign period. Organic social media reach smashed paid-for social media engagement by over three times; the campaign managed to maintain its momentum on social media for over six weeks. Consumers were keen to associate with the campaign: 3,733 Facebook users registered, and there were 13,398 unique users of the app; 160 video entries were submitted including three entrants hailing from Britain’s Got Talent auditions; 1,625 votes were tallied. Additionally, Jim Chapman’s announcement video had over 300,000 plays and his tweet about his involvement got 142 retweets.
Below are some other metrics:
The user-generated videos built on the brand’s quirky and eccentric personality, and the claim: “With offers that clearly speak for themselves why say more?”