Tesco
Tesco’s challenge was to boost its number of Likes on Facebook by delivering engaging content.
Tesco identified that their employee James McQuillan, a former candidate on The Apprentice, could add value to Tesco’s Facebook community.
We worked with Tesco’s social media team to deliver a live Facebook challenge themed around the show.
As the latest episode of the show aired on BBC1, Yomego co-ordinated a live chat with James on Tesco’s Facebook page, which
allowed fans of the show to ask questions and find out what it’s like to be in Lord Sugar’s firing line. We created a challenge
for the Facebook audience in line with the live TV challenge, which was themed around pet food. A product development technologist
from Tesco was on hand to provide a practical perspective and demonstrate Tesco’s expertise.
Hundreds of people took part in the activity with minimal marketing support and a series of other trail activities are currently being discussed to
help achieve Tesco’s objectives.
Steve Richards, MD at Yomego, says:
This activity was pulled off within very challenging time-scales. It’s a good move for a brand to trial a series of different propositions to
see what appeals most to its target market. The key driver should not however be just to drive lots of Likes. The best social media strategies will
deliver large numbers of loyal advocates but the key is to plan an ongoing series of activities to drive and reward interaction.