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Campaign example: Generating brand awareness using viral videos when entering a new market

Author's avatar By Susanne Colwyn 25 Sep, 2014
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Tesco International use viral videos to make an impact at a low cost

At our #DigitalImpact2014 conference a range of brands shared their successes and hiccups on Digital Transformation. One example that stood out for me, and I thought would be interesting to share, is this international marketing campaign.

The marketing challenge for this campaign was that Tesco, although a household name in the UK, is entering new markets with its online grocery delivery service without a good level of awareness. It is looking to raise awareness amongst a younger generation who are using TV less than traditionally. Part of the solution was these humorous,  lighthearted Youtube videos, which

This example shows how these videos 'went viral' in Poland. It's a great example of a campaign to show how entertaining and tongue in cheek content can appeal to different cultures. It started off as a low budget trial in Poland, and the videos reached over 740,000 views in a couple of months, peaking to 1 1/2 million views, at a cost of  a few thousand € for each video.

Niall Walsh,, Head of Group Digital and Ecommerce admitted that it 'exceeded even their own expectations, and have replicated this across other markets. We needed to wean our market away from price and promotion driven videos, and certainly achieved this through more entertaining videos'.

Watch the videos for yourself, and see what you think. Knowledge of Polish not required!

Tesco - Ezakupy - Kibice Video

Tesco - Ezakupy - Mama Video

 

 

 

 

Author's avatar

By Susanne Colwyn

Susanne is a Marketing Consultant and Trainer, with over 20 years marketing experience in the public and private sector. She's passionate about supporting companies with practical result driven marketing, to help focus companies on evaluating and driving their marketing forward. Experienced in Integrated Strategic Marketing Planning, Data Segmentation, Customer Relationship Management Systems, Customer Insight and reviewing internal systems, data and processes, to maximise conversion strategies and the customer experience. You can connect with her via her LinkedIn or follow her @Qtymarketing.

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