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Brief
To relaunch Tesco Greener Living site with a new content strategy, look and feel. The content on the old site was perceived as dry, static and hard to navigate. The challenge for Forward was to bring it to life, make it connect with the audience and their everyday lives while ensuring the take-outs were both valuable and engaging. The objectives were outlined as follows:
• Provide advice to customers on how to make quick and easy steps to lead a more environmentally friendly lifestyle
• Promote green credentials for Tesco’
• Showcase a range of green products
• Show customers how being greener can help save money, thus supporting Tesco’s proposition of ‘Every Little Helps’
Strategy
Customer research highlighted the key drivers of this audience which led us to introduce a new navigation bar that organised content into these areas. The biggest motivator for green behaviour was identified as saving money. Therefore a fully interactive ‘Save Money House’ was developed where users can move around different rooms to find out where they can save money by being greener.
The tone of voice also needed to change. Written content is bite-sized , easy to read and dotted with ‘Did you knows’ and ‘Try this’ boxes. And the site now has great dynamic features, including a live ‘Green news’ feed, videos, rotating banners, blogs and fun, interactive games. The look and feel was modernised too – colours are brighter and the design is more fluid, making it a more engaging and light-hearted experience.
Execution
The launch was fully supported by a drive-to-site plan to target customers and prospects, giving them new reasons to visit. Forward created a strategy that would raise awareness and inspire people to visit. This centred around two key areas:
Targeting existing Tesco customers:
• Bespoke email to opted-in ‘green’ Tesco customers
• Calls to actions implemented across all of the Club mailings and websites, Tesco in-store magazine and outbound emails
• Bespoke in store POS
• Presence created within staff communications
Driving new audiences to the website:
• A viral game was seeded across the internet. Players needed to ‘catch’ greener products in their supermarket trolley and visitors are encouraged to also sign up for a monthly email (http://www.tesco.com/greenerliving/games/trolley_dash.page)
• Natural search
• Paid-for search
Results
• 26% increase in traffic (Source: Tesco WOTI report, average weekly visitors Jan–August 2009 vs Sept–Nov 2009)
• 40% put something they’d read into practice after visiting the site (Source: Site survey, 800 respondents)
• 28% purchased a product as a result of visiting the site (Source: Site survey, 800 respondents)
• 43% of those who had visited the site before felt it was now more interesting and relevant (Source: Site survey, 800 respondents)
• 6% response rate to competitions (Source: competition response rates post-launch)
• The interactive game was played 101,687 times
Tesco Marketing Manager, Steph Skeeles said: “Forward has put together a fantastic site that is dynamic, easy to use and visually appealing. It promotes every aspect of our Greener Living activity at Tesco, as well as providing excellent advice and support to our environmentally minded customers, which is of real importance to us.”
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