How every little hero hub and hygiene content helped Tesco

Tesco, a British supermarket chain, re-launched its 'Every Little Helps' initiative by creating targeted content for YouTube, based on customer needs.

Executive Summary

In 2015, Tesco was a business in trouble. Trust levels had dropped to the lowest levels in four years; a result of several high profile news stories. Sales were following closely behind.

Tesco's core problem was that it was now the least differentiated player. Customers were trading up or down and Tesco was left sitting in the comparatively unappealing 'Middle'.

We needed to re-energise "Every Little Helps" – something that was not only known throughout UK households, but also had perfect synergy with content. It allowed us to display our helpfulness through more relevant, hyper-targeted 'helps'.

Whilst the...

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