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.