CASE STUDY: Driving Student Sales for Tesco's Online Operations
Provided by helloU
Tesco worked with helloU to offer unique deals for students via the Deal Book which is placed directly in students' bedrooms.
What was the Challenge / Background of the Campaign?
helloU is the only media channel in the UK to provide brands with product and brand placement directly into student bedrooms. helloU offers brands of all shapes and sizes the opportunity to interact with students through exclusive placement in their bedrooms, bespoke data collection, solus e-mails and the helloU Deal Book publication. Tesco came to us when they wanted to test the student market for their their online operations (Tesco Direct, Tesco Grocery, F&F) and drive sales from Day 1 at Uni.
What was the Campaign Objective?
The campaign objective was to drive sales and increase awareness of Tesco's online operations.
What was the Solution?
Unique student offers were put in the Deal Book that was placed in 300,000 welcome parcels in student bedrooms, and reinforced via helloU Deals Email newsletter and across social media.
What were the Results?
The campaign has proved hugely successful for Tesco. So far, sales using the offer in the Deals Book have generated over £72,000 of immediate revenue, already outperforming set targets.
What were the Key Learnings of this Campaign?
As a retailer, it is important to identify significant purchasing periods for the different demographics. For students, 86% are moving away from home for the first time), when they first arrive as first time decision makers, Day 1 is the time to reach them with relevant university endorsed deals.