Analysis of Tesco's Facebook Content Marketing Campaign (2019-2021)

This assignment analyzes Tesco's Facebook content marketing campaign, targeting an audience of all ages, particularly those aged 21 to 41, with a focus on millennials. It outlines SMART goals, including attracting customers, creating a positive online reputation, and increasing stakeholder engagement. The campaign leverages various online value propositions such as money-saving offers and time-saving convenience, and includes several promotional campaigns, such as offering discounts for new customers, referral programs, and limited-time offers. The analysis includes key performance indicators (KPIs) related to audience engagement and sales, and provides examples of Facebook posts designed to drive traffic and conversions. The provided references support the campaign's strategies and provide insights into Tesco's competitors and market position.

Tesco Facebook Content Marketing Campaign
Audience
All age of person especially, 21 to 41 years old.
• Millennials are the largest generation in history (Tilford,
2018; Burstein, 2013).
• Shopping addictive
• Easily distracted
• Different level of person
• Online customers
SMART Goals
References
Bhasin, H., 2018. Top 9 Tesco Competitors. [Online]
Available at: https://www.marketing91.com/top-9-tesco-competitors/ [Accessed 4 August 2019].
Faull, J., 2016. Facebook inks landmark partnership with Tesco’s Dunnhumby to show FMCG brands how ads impact in-store sales. [Online]
Available at: https://www.thedrum.com/news/2016/04/05/facebook-inks-landmark-partnership-tesco-s-dunnhumby-show-fmcg-brands-how-ads-impact [Accessed 4 August 2019].
Garin, 2018. By Garin in Capture More Leads, Get More Traffic, Make More Sales 11 0 0 0 facebook-content-marketing-strategy-guide-new Applying a well thought out Facebook content marketing
strategy is an awesome way to generate ongoing engagement and interest in your. [Online]
Available at: https://marketingstrategyx.com/facebook-content-marketing/ [Accessed 2 August 2019].
Hammett, E., 2019. Tesco enlists the help of 60s mods, 70s roller girls and Mr Blobby to celebrate 100 years of ‘great value’. [Online]
Available at: https://www.marketingweek.com/tesco-centenary-marketing-campaign/ [Accessed 19 August 2019].
Lua, A., 2018. How to Use Facebook to Market Your Business. [Online]
Available at: https://buffer.com/library/facebook-marketing [Accessed 2 August 2019].
STATISTA, 2016. Number of Tesco's Facebook followers in the United Kingdom (UK) between August 2010 and August 2015. [Online]
Available at: https://www.statista.com/statistics/516384/number-of-tesco-s-followers-on-facebook/ [Accessed 4 August 2019].
• Specific: Tesco provide special offer in the city and others
places as well. It is the best plan to start shopping from
Tesco. Register online and grab the offers.
• Measurable: we can measure our achievement using three
things, which areas:
o Engagement
o Metrics
o Sales
• Attainable: the company has hold first position in
the international reatil market. Therefore,
competitors of the company, such as Sainsbury’s
ASDA, ALDI, and many others are struggled.
• Realistic: based on previous online campaign
success rate.
• Timebound; July 2019 – July 2021
KPIs
Goal of the Campaign
• Attract customers for more shopping
• Create good reputation in the online market
• Increase number of stakeholders
• Create a good environment for target audience
• Create brand ambassadors
• Collaboration between different stakeholders
• Create a new image in the digital market
• Audience engagement , such as subscription, likes,
shares, and messages .
• Statics of audience using number of users, session
time, and other s
• Sales
Online Value Propositions (Themes)
Content: Buzzwords
• Online shopping using technology with good offers
• Money saver
• Excitement
• Time saver
• Quick decision making
• New shopping experience
• Rewarding premium offers
• Promotion
• Limited time
• “attractive ”
• “different ”
• “exciting”
• “style ”
• “save”
• “experience”
Campaigns
• Campaign 1: create account and get 10 % off on all
the items.
• Campaign 2: Share the link and get referral offers
• Campaign 3: Get a promotional code for £99 on
first shopping and get 30% off for cosmetic items,
valid until end of the Dec 2021.
• Campaign 4: make three orders and get 50 % off on
the next order
• Campaign 5: purchase more than £499 and get 20
% off on next order
Post 1 (Campaign 1)
“new items are more fresh as you can think!”
Visit our website to get 10% off and loyalty awards with your first
purchase. Promotional code tesconew19 to any destination. Valid until 31
Dec 2019. there are many other benefits for the new customers after their
registration.
Post 2 (Campaign 2)
“Shopping fun: 100%, Excitement: 100%, Costs:
49.7%!”
Tesco charges only 49.7% of what established carriers charge. Visit our
website to get 10% off your first purchase with the promotional code
tesconew19 to purchase any item from the strore within Europe. Valid until
31 Dec 2020.