Challenge
Tesco launched a range of sweets in partnership with Chorion, featuring Mr. Men. The sweets sector with characters is dominated by Marks & Spencer’s Percy Pig sweets, which appeals to a teenage audience.
The challenge Tesco had was to make Tesco Mr. Men Sweets appeal to teens.
Insight
Research showed that the audience is highly influenced by other teenagers who have video blogs with huge following on You Tube.
Deliverables
A competition on the Tesco Mr. Men Sweets Facebook page in which users should upload their video talking about an experience they had which relates to the character chosen for that particular month. To encourage entry, we commissioned 4 highly influential vloggers to incentivise their followers to enter.
Each competition lasted 2 months, and each vlogger received one of the following characters to talk about in their video; Mr. Bump, Little Miss Sunshine, Mr. Tickle and Mr. Happy.
After competition entries close, the public can vote for their favourite video. The creator of the video with the most number of votes, receives a £500 prize, and there are also runner-up prizes as well as free Mr. Men Sweets for people who vote (chosen randomly).
Results
Confidentiality agreements prevent us from shouting about our substantial achievements for this campaign but so far the campaign has proven to be highly engaging with the audience, a trend we expect to continue.
