Leading UK supermarket chain Tesco has launched a savvy campaign, partnering with online community Netmums. Recruiting a panel of kids to road test up & coming toys, they’ve produced a series of well executed YouTube videos of the kids giving the next must-have Christmas & birthday presents a whirl. [Watch].
In theory, everybody wins: Tesco get exposure for upcoming products and direct consumer feedback on those products, mums get a valuable insight into what kind of new toys might appeal to their kids, and the Netmums community develops a relationship with one of the UK’s leading retailers.
It’s not all been rosy, though. The kids seldom say anything negative about the products they’re reviewing which detracts from the project, and following supply issues with one of this Christmas’s must-haves (the Furby), Tesco is finding their comments section hijacked by parents discussing alternative retailers…
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