Retail Week has published a piece entitled "Do retailers' marketing efforts tally with Christmas sales results?.
It reports on research that ranks our campaign for Tesco - our first work for Britain's biggest retailer -as strongest of all the supermarkets' efforts. Here's an extract:
Have retailers’ Christmas performances tallied with the effort they put into their marketing? As they announce their sales figures for the Christmas period, MediaCom looked at social sentiment via its Twitter Tracker, YouGov’s BrandIndex and YouTube channels to track their impact.
Tesco was the top ranking supermarket in our Twitter Tracker... taking the top spot for most of December. It seems producing multiple ads with popular music tracks helped Tesco’s campaign stay fresher for longer than its competition. When looking at Buzz scores Tesco has been the only major retailer to be in negative territory for most of the year, but the Christmas campaign has given them a significant boost which is set to be reflected in improved sales figures. However, it is yet to be seen whether this creative new marketing will mark the beginnings of a turnaround for the brand.
...Looking at overall video views, social buzz, and public sentiment, it’s clear than John Lewis has had another great year. It’s elsewhere where we see some bigger surprises – Asda, Waitrose and Sainsbury’s have all fallen a little flat, whereas Aldi and most surprisingly the until-recently underperforming Tesco have had a much better public response.
Our campaign for Tesco in the crucial Christmas trading period focused on the little things that make Christmas special and aimed to show how Tesco helps make these things possible.
Meanwhile, it has been widely reported that Tesco shares rose 3% on its announcement of best Christmas sales growth of the last three years.
Chief executive Philip Clarke said the results were ‘encouraging’, but cautioned that there was ‘a lot more to do’.
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