Tesco's Food Love Stories|短视频|广告营销案例【ADGuider广告指南】

乐购的美食爱情故事

案例简介：概要乐购的美食爱情故事是一个成功的故事 -- 这是他们有史以来最有效的活动，推动了同比增长 38% 的销售额，2.31亿的销售额归功于该活动。乐购的任务是提高人们对质量的看法，因此我们创新性地将数据与媒体合作，以提供个性化的食品偏好活动。战略你喜欢为你爱的人烹饪的食物。当其他超市专注于食品来源时，乐购试图通过情绪化的故事讲述和我们与用餐时间的关系来与国家联系。“美食爱情故事” (FLS) 的诞生是为了庆祝 “你喜欢烹饪的食物，为了你爱的人”。这是一个短篇故事。作为乐购三年来的第一个食品运动，基于洞察力的战略是采取长期观点; 改变质量观念需要承诺和媒体战略，重点是交付由数据驱动的全面计划。相关性乐购的美食爱情故事是一个成功的故事 -- 这是他们有史以来最有效的活动，推动了同比增长 38% 的销售额，2.31亿的销售额归功于该活动。核心是乐购有史以来最复杂的数据驱动媒体规划，该活动被集中规划在各种付费渠道上, 乐购拥有大量的媒体资产，他们赢得的渠道，甚至将员工用作媒体渠道。计量经济数据帮助我们选择最有效的渠道。谷歌和 Facebook 的数据帮助我们个性化和本地化。结果质量分数增加 18%，增量销售额增加 38% -- 直接归因于媒体的额外销售额增加 231 英镑随着使用的媒体渠道增加投资的范围，这个故事不会很快结束。自 FLS 推出以来，YouGov 质量得分增加了 18%。其中 75% 归因于我们的运动。这个故事怎么样？执行有效的品牌媒体: 计量经济学证明 AV 、 OOH 和 Radio 共同为提高品牌指标和投资回报率做出了 3分之2 的贡献，因此被置于计划的核心。数据: 使用来自客户和 Google & Facebook 的数据，我们将故事分成四个部分: 家庭、健康、素食和便利。这种数据主导的方法允许在相关媒体合作伙伴中执行与多个群体需求的一致。自有媒体: 我们将这些故事带到乐购商店和自有媒体的生活中，包括: POS 、食谱卡、电子邮件、乐购杂志和 tesco.com。测试和学习: 跟踪和测试被用来不断发展: 从根据对质量的影响将静态显示转移到在线视频，到根据质量感知提升户外区域预订。关注长期: 创造性磨损是为了确定故事寿命，使我们能够重用资产并展示更大的长期影响。活动描述当谈到购物者对乐购食品质量的看法时，爱情已经失去了。 “食品质量” 是超市选择的最大驱动力，但乐购购物者认为他们太大了，不在乎。数据显示，食品质量是他们最薄弱的品牌属性，但这是一个品牌问题，因为食品质量得分在盲目品味测试中超过了六巨头。只有当品牌被披露时，分数才会下降。我们需要正视这种 (错误的) 看法，提醒这个国家对食物的热情。

乐购的美食爱情故事

案例简介：Synopsis Tesco’s Food Love Stories is a story of success - their most effective campaign ever, driving an incremental sales uplift of 38% YOY, with £231 million of sales being attributable to the campaign. Tesco tasked us with boosting quality perceptions, so we innovatively partnered data with media to deliver a campaign personalised to food preferences. Strategy The food you love to cook, for the people you love. While other supermarkets focused on food provenance, Tesco sought to connect with the nation through emotive storytelling and the relationship we have with mealtimes. “Food Love Stories” (FLS) was born to celebrate “the food you love to cook, for the people you love”. A short story this was not. As Tesco’s first food campaign for three years, the strategy, anchored in insight, was to take a long-term view; changing quality perceptions would require commitment and a media strategy focused on delivering a through-the-line plan powered by data. Relevancy Tesco’s Food Love Stories is a story of success - their most effective campaign ever, driving an incremental sales uplift of 38% YOY, with £231 million of sales being attributable to the campaign. At the heart of this was the most complex, data-driven media planning that Tesco had ever attempted, with the campaign being centrally planned across a wide range of paid channels, Tesco’s massive owned media estate, their earned channels and even using their staff as a media channel. Econometric data helped us pick the most effective channels. Data from Google and Facebook helped us personalise and localise. Outcome 18% increase in quality scores and 38% increase in incremental sales - £231m in additional sales directly attributable to media With scope to increase investment across media channels used, this story isn’t ending any time soon. Since FLS launched, the YouGov quality score has increased by 18%. 75% of this attributable to our campaign. How’s that for a story? Execution Effective brand media: Econometrics proved AV, OOH & Radio collectively contributed two-thirds to improving both brand metrics & ROI and so were placed at the heart of the plan. Data: Using data from customers and from Google & Facebook, we segmented the stories into four: family, healthy, vegetarian and convenience. This data-led approach allowed executional alignment to multiple groups’ needs across relevant media partners. Owned media: We brought the stories to life throughout Tesco stores and our owned media including: POS, recipe cards, emails, Tesco magazine and tesco.com. Test & Learn: Tracking & testing were used to constantly evolve: from shifting static display to online video in line with its impact on quality, to upweighting OOH regional bookings depending on quality perception. Focus on long-term: Creative wear out was measured to identify story lifespans, enabling us to reuse assets and demonstrate a greater long-term impact. Campaign Description Love had been lost when it came to shoppers’ perception of Tesco’s food quality. “Quality of food” is the biggest driver of supermarket choice, but Tesco shoppers thought they were too big to care. Figures showed food quality was their weakest brand attribute, yet this was a brand issue as food quality scores outperformed the big six in blind taste tests. Only when the brand was revealed did scores drop. We needed to tackle this (mis)perception head on, reminding the nation of their passion for food.