Our media strategy was to drive initial audience participation and off the back of this social conversations, which we did through a promoted trend that ran for a day when the activity first went live.

The second part of the activity was then to build frequency and have a consistent conversation with our audience throughout the duration of the activity. We had seen previously that there were big spikes in interactions when we integrated our Tweets with Tesco’s TV spots, so we promoted tweets to users who had been impacted by a Tesco TV brand spot by targeting program related conversations through keyword targeting, taking advantage of consumers continued use of dual screens and build on the positive brand emotions generated by the ad.

1. Most successful Twitter campaign ever (#PullACracker made a massive impact in social: 171,000 mentions (66% of total Tesco Christmas volume) and extremely positive sentiment (+43%, -2%).

2. Achieved an organic Trend on Twitter within day 1 of the campaign. First ever organic trend for Tesco.

3. 40,277 virtual crackers pulled.

4. Tesco won the sales battle at Christmas with a rise in like-for-like sales of 1.8% beating the other big 3 supermarkets (Sainsburys, Morrisons, Asda).