Every Little Helps: #MakeChristmas

In the run up to Christmas 2013, supermarket Tesco laid out £25 million for TV advertising, outspending all other UK retailers.  Tesco's sales actually fell by 2.4% over the period and the company was forced to issue a profit warning.

Still from the Tesco TV ad.  Source The Guardian

Fast-forward a year and retail sector are spending another £700 million on TV advertising.  Over the past few days we have written about the John Lewis campaign featuring Monty the Penguin, and Marks & Spencer's #FollowTheFairies.  The media research firm Nielsens suggests that overall TV spending will be down slightly this year, while most other experts believe that a larger proportion of marketing budgets will be spent linking these campaigns to social media.

At the time of writing, John Lewis's Monty advertisement had been viewed 10.5 million times on YouTube.  M&S, which had debuted a day later was on on 2.5 million.  #MontyThePenguin has remained 'trending' on Twitter since the launch on 6 November.  Both campaigns have a strong narrative element; like all the best marketing, they tell an engaging story.  They are strong visually and have powerful soundtracks - videos designed to engage with audiences, 'memes' to spread via FaceBook and other social media.

Last night (Sunday 9 November) it was Tesco's turn to launch its campaign.  They booked a slot during the finale of Downton Abbey, something calculated to get them in front of 8-9 million people.  As the press has been quick to point out, if any retailer needs a profit boost right now it is Tesco. The advertisement is called Lights On, and at the time of writing has had 200,000 viewings on YouTube - a good performance in 12 hours, most of which were night time.

The Tesco hashtag on Twitter, #MakeChristmas has seen very little adoption, most of it being around the time of Downton Abbey.  Tesco's creative people use language which suggests ideas very similar to those put out by M&S last week: "doing all sorts of unexpected things to help people have a brilliant Christmas".  It is difficult to know what they have in mind: @tesco stopped tweeting some time after Downton Abbey finished, picking up again at 8:30 this morning when almost all the twitter traffic was mundane queries and complaints.

The #MakeChristmas hashtag seems to be doing little to help.  Once again, almost nothing overnight and the few uses it was getting seem to be ironic or mildly critical.   Take this from @BoringOleFart: "It would be great if your stores could just donate that wee bit more to local foodbanks". Is the video "Behind the scenes of the Tesco Christmas campaign" going to go viral? We doubt it. 244 views in a day is not encouraging. A useful little lesson for marketing students, though.