Smart solutions for real living
Our aim was to reimagine the Tescoliving.com website, not as a destination site, but as a hub of engaging and ultra-shareable content that helps build love and trust in the Tesco brand.
We transformed Tescoliving.com into a mobile-first hub of ‘always on’ lifestyle content, which provides inspiration, shared with target audiences across paid, owned and earned channels.
Applying a strict filter to the content – that it must help to save time, money and effort – enabled us to connect with customers on a more emotional level and position the brand as part of their daily lives.
By creating and relaunching the responsive website Tescoliving.com, we fostered an ecosystem of interactive content under the core pillars that mattered most to our audience: Life Hacks, Saving Money, Making & Doing, Home & Garden and Health & Wellbeing. Content is created to exist natively as well as across the Tesco social media mix, including YouTube, Twitter, Facebook, Pinterest and Instagram.
‘Cedar knows instinctively what we need and what we want to offer our customers. We measure effectiveness carefully and their content succeeds on so many levels.’
Tescoliving.com consistently performs well against the Brand Measures: favourability, likelihood to recommend and helpfulness. In May 2016, after seven months of relaunching, the website scored over 80% on all measurements.
of helpful lifestyle hack videos, such as T-shirt folding, on social media.
Content director Helen Johnston for ‘embracing a multi-channel approach that is really delivering Tesco’s brief of targeted, relevant content’.
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