Tesco

content strategist & copywriter - Tesco BRAND, HOMEWARE, beauty

APRIL 2014 - JUNE 2015 


Tesco BRAND TWITTER

 

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BRAND: TESCO MAIN BRAND

CAMPAIGN: TWITTER AGILE CONTENT

SUMMER 2014

Propelled family supermarket Tesco to go from a headline-grabbing horsemeat fiasco to a positive press machine via a humorous “always-on” calendar and by using creative campaign content.

Trust me, there’s no equine-based joke I haven’t heard.

I lead the content strategy, heading up an editorial team of four (editor, deputy editor, community manager, copywriter).

This piece of content was posted minutes after Taylor Swift released Shake It Off, and as well as gaining significant reach, we received coverage in the Evening Standard.

Using this strategy, reach went from an average of 300 RTs to 20k RTs on their primary social channel and transformed sentiment, gaining plenty of glowing headlines in the process. 


TESCO HOMEWARE

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Created a visual tone of voice for Tesco homewares for their Instagram channel and beyond.

BRAND: TESCO HOMEWARE

CAMPAIGN: VISUAL TONE OF VOICE

SUMMER 2015


Tesco Beauty

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Tesco Online Beauty sessions were 1:1 beauty consultations with influencers that enabled Tesco customers to get brand-agnostic advice. 

As my role at Zone expanded to include multiple Tesco accounts, I became the lead editor across the Tesco Beauty project, delivering training to the bloggers and ensuring that quality was upheld.

BRAND: TESCO BEAUTY

CAMPAIGN: ONLINE BEAUTY SESSIONS

SPRING 2015