Tesco: Changing Places
Pieces of Content
We worked with Tesco to raise awareness of the 100 ‘Changing Places’ facilities now available in Tesco stores, showing how a little help can make a huge difference.
We utilised 11 disabled influencers who could speak passionately and authentically about how Changing Places facilities could make things easier for themselves and the disabled community as a whole. We coupled this with a Nielson report to understand the impact of the campaign.
Influencers generated really strong content - it was something that they all seemed extremely passionate about. Across feed posts, reels, IGTV and stories, we got fantastic engagement rates, and the Nielson report showcased that we created significant uplift in familiarity with Tesco installing the toilets, and the perception of the brand as a whole. Sentiment was fantastic with a Net Sentiment Score of +77, and our paid campaign offered a CPM below our target, and CPC that was more effective than similar campaigns with non-disabled influencers.
“At Tesco we’re delighted to partner with Martyn and the team at Purple Goat. We believe that being an inclusive business makes us stronger and we want our advertising campaigns to represent everyone, showing the breadth of the communities and customers we serve.”