To reposition the Tesco Beauty social channels – namely Twitter and Instagram – as Tesco Beauty & Wellbeing.
We switched to targeting women who were interested in beauty, toiletries, health and nutrition, segmenting them according to their life stage. By using a paid campaign to reach these specific groups and choosing relevant products framed in a wellness context, we were able to deliver highly tailored content to drive engagement and click-throughs.
We have surpassed our KPIs and are now able to reach more of our target market organically. By placing the customer at the heart of our content, we are now showcasing the products they want and are inclined to purchase.