Campaign example: Generating brand awareness using viral videos when entering a new market

Tesco International use viral videos to make an impact at a low cost At our #DigitalImpact2014 conference a range of brands shared their successes and hiccups on Digital Transformation. One example that stood out for me, and I thought would be interesting to share, is this international marketing campaign. The marketing challenge for this campaign was that Tesco, although a household name in the UK, is entering new markets with its online grocery delivery service without a good level of awareness. It is looking to raise awareness amongst a younger generation who are using TV less than traditionally. Part of the solution was these humorous,  lighthearted Youtube videos, which This example shows how these videos went viral in Poland. It s a great example of a campaign to show how entertaining and tongue in cheek content can appeal to different cultures. It started off as a low budget trial in Poland, and the videos reached over 740,000 views in a couple of months, peaking to 1 1/2
http://www.smartinsights.com/online-brand-strategy/international-marketing/campaign-example-generating-brand-awareness-entering-new-market/

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s