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Clothing at Tesco: Creating and engaging a community
1. Clothing at Tesco: LifeStyled
Creating and engaging a community
March–July 2010
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2. Brief: raise awareness of the Clothing at Tesco brand
amongst a fashion and money-savvy audience
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3. We created a blog, LifeStyled, in order to provide
a unique positioning for the brand and
act as the brand’s main voice within social media
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4. We used day to day blog posts to show off the range,
letting people see how trendy and affordable the items are
5. Each week we featured an influential blogger
in a “Clothing at Tesco Loves” post
profiling them and encouraging readers to visit their blog
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6. We also approached prominent fashion bloggers to guest blog
As brand awareness increased and the “Clothing at Tesco
Loves” posts gained traction, bloggers started approaching us
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7. We created a Twitter account to facilitate
conversations with customers and influencers
8. And we created a Facebook page,
starting from scratch and turning it into a sizeable group
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9. Range
25%
Price 5%
Size/Age
17%
Design
35%
Other
18%
Feedback on boyswear
We worked to make the page a place where our customers can
discuss products, so we could identify areas of interest
Boyswear was a topic our fans were interested in,
so we worked with the brand to create a outlet for this feedback
We were then able to feed these insights back into the brand
10. We worked with Tesco to reward and engage with advocates
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11. We put a strategic plan in place for how we’d deal
with any queries as quickly and efficiently as possible
working closely with the customer service team
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12. With those foundations in place
we also ran a series of different campaigns
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13. To celebrate the launch of the F&F Couture range
we ran a week long Twitter competition where
followers could win a different item from the range each day
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19. On the Facebook page, our strategy was to grow the fan base
quickly by hosting a large but simple campaign, Friday Frenzy
All fans would get 50% off during a flash sale
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20. 40,000 new fans in 1 day
with 9,515 total interactions
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21. We have also held various other competitions, with a Twitter
Summer Giveaway, World Cup Widows offers, a competition to
win festival tickets and mummy blogger activity on Facebook
22. We have created an engaged and active community
on the blog, Twitter and Facebook
23. Through strategic planning and launching relevant creative
campaigns we’ve attracted a new audience,
facilitated conversations, positioned the brand as a fashion
destination and created interest in the clothing itself
