LITTLE HELPS FOR LITTLE ONES
Helping Tesco to grow in the baby category.
THE ASK
Help Tesco to help grow their share in the baby category by promoting their offering & 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 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 Lucy Wolfe, Aveen Bannon, the Road Safety Authority & Parent First Aid.
After running successfully for two years in stores, we evolved the format to a virtual one during lockdown. Working with Tesco’s suppliers we created themed gift packs for the guests. Brands included in the packs were SMA, Waterwipes, Piccolo, Danone, Johnson & Johnson, Milupa, Cow & Gate, Procter & Gamble, Unilever, Ella’s Kitchen & Organix. Guests were also given targeted money off coupons to encourage shopping across the category.
THE RESULT
The format started off with over 100 in-store events nationwide with an average attendance of 120 people. Our research showed that over 50% of attendees claimed to do their primary shopping at a competing store.
93% of attendees of the events went to on to shop while in-store.
Since pivoting to a virtual format we have increased the average attendance tenfold to over 1,500 per event, with over 60% of the attendees being primary shoppers of competing chains. All attendees received tokens for gift packs which were redeemable in-store.
97% of this who attended an event said that they would be highly likely to recommend the event to a friend.
