THE ASK
Help Tesco to grow their share in the baby category by promoting their offering and expertise to relevant parents.
In addition to targeting loyal shoppers, the campaign is also aimed at converting shoppers from competing stores.
THE RESPONSE
The Tesco Baby Event - a series of both in-store and virtual events aimed at new parents, offering expert advice on areas such as diet, sleeping, car safety, & hygiene.
Featuring experts such as Sleep Expert Lucy Wolfe, Celebrity and Wellness Coach John Belton, Author and Podcaster Caroline Foran, the Road Safety Authority, Parent First Aid, and many more.
After running successfully in-store for two years, the event evolved to an online/digital format to accomodate demand for larger viewing numbers.
Working with Tesco’s suppliers we created themed gift boxes for attendees. Brands included SMA, Waterwipes, Piccolo, Danone, Johnson & Johnson, Milupa, Cow & Gate, Procter & Gamble, Unilever, Ella’s Kitchen & Organix.
THE RESULT
A runaway success in-store, the event has attracted thousands of attendees accross hundreds of store locations.
Since pivoting to a virtual format, average attendance has increased tenfold to over 3,000 per event. 25% of attendees are not primary Tesco Shoppers.
Attendees were also gifted with targeted money off vouchers to encourage shopping across the category.
93% of those who attended an event said that they would be highly likely to recommend the event to a friend.
97% of attendees of the events went to on to shop while in-store.
