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Celebrating 3 years of Goat x Tesco

Over the last three years, we have collaborated on truly groundbreaking campaigns, driving results at every stage of the funnel using a data-led, integrated approach to influencer marketing. We鈥檙e excited to continue our relationship

Among our best work is the Stronger Starts campaign, an initiative launched to donate 拢5m worth of healthy food and activity to 5000 children鈥檚 groups by July 2024.听

The Challenge

Community remains at the heart of Tesco鈥檚 core values, and it鈥檚 something that we relay throughout all of our influencer campaigns and strategies. Tesco approached us with the challenge of amplifying this message of community spirit through a multi-channel influencer campaign across Instagram and TikTok.

We were tasked with driving emotional engagement, audience participation, and to reflect Tesco鈥檚 dedication to its local communities.

The Solution

We sourced 6 micro and macro parent influencers that aligned with Tesco鈥檚 values and target audience demographics, then had them film .听

The brief was clear but not strict, allowing our creators to tell the story as they saw fit. This kept it very natural and authentic, with audiences responding extremely positively. We then reinforced the content with paid media, continuously testing and optimizing to the best performing, and building ongoing engagement with different audience groups.听

The Result

We out-performed on impressions by 214% and engagement by 121%, not just meeting but exceeding our targets, and fostering audience participation and emotional connections through an impressive 9.9% engagement rate.

We also achieved an impressive CPM of 拢8.10, far surpassing our estimated 拢17.35.听Stronger Starts boasted a net sentiment score of +87, with an astounding zero negative comments, which embodies our challenge of cementing Tesco as a brand that genuinely cares and fostering a true sense of community.

AD @Tesco Stronger Starts aims to fund 拢5m worth of healthy food and activities to 5000 children’s groups by July 2024. Funding will support children’s health and mental wellbeing, such as breakfast clubs or snacks, and equipment for healthy activities. Pick up a blue token at the till in-store to see the children’s groups you can help in your local community.