Imagine getting a sports legend to endorse your local community project on film, encouraging your audiences to support your chosen cause. That's exactly what this campaign offers, with none other than Dame Jessica Ennis-Hill.
Tesco has made it possible for community groups who are part of a current 'Tesco Stronger Starts' voting round to use an AI-driven video experience to drum up votes to help their chances of receiving the top fund, £1,500, from Tesco Stronger Starts. This hyper-personalised social media campaign, delivered by DRPG, harnesses AI to create user-unique videos, setting a new standard in the responsible use of AI Avatar technologies.
The supermarket kicked off the ‘Tesco Stronger Starts’ campaign in 2023, to benefit local community groups, with a focus on those that benefit children, like schools and nurseries to scouts and sports teams. This campaign aims to give local communities the power to rally votes for the children's group that means the most to them in a uniquely personalised and impactful way.
How it works
By visiting the interactive website, customers can choose local community initiatives they are looking to support. The AI technology then creates a personalised video message from Dame Jessica, highlighting their name, the chosen cause and the primary reason for their support. Audiences can then share their personalised short video directly with their local communities, via WhatsApp or other social media platforms.
Dame Jessica Ennis-Hill said, "I feel honoured to have such involvement in the 'Tesco Stronger Starts' campaign. It's incredible how this initiative uses cutting-edge technology to make each of us feel personally connected to the causes we care about. By creating these tailored messages, we're supporting local projects and making a real difference for children across the UK."
Maximum engagement
Engagement was the key objective for Tesco in this campaign. Not only for audiences to explore and discover various community projects supported by the initiative, but to maximise customers going in-store and voting.
Hyper-personalisation is the main ingredient here because we're more inclined to interact with content that connects to our personal experiences or aligns with our specific interests. Tailored content leads to higher viewership, longer engagement, and most importantly, an active response.
James Nam, Head of Digital at DRPG, said, “This project is a perfect blend of technology and purpose. We're proud to work with Tesco to enhance community engagement in such an innovative and ethical way.”
Every detail has been thought through, down to a hurdle-style game to play keeping the platform users entertained while they wait for their personalised video to be created. Available on both desktop and mobile, it adds an extra layer of fun to the process.
Murray Bisschop, UK Marketing Director at Tesco added, “We’re really excited about this campaign, and we hope it encourages even more customers to vote with their blue token and support the local causes that matter to them. Tesco Stronger Starts is all about giving children across the UK a stronger start in life, by helping fund healthy food and activities that can improve their physical health and mental wellbeing - from breakfast clubs to playground equipment, and football kits to gardening classes."
The 'Tesco Stronger Starts' campaign is supported by a comprehensive digital and social media strategy, ensuring wide reach and engagement. Influencers have been brought on board to share their personalised videos and encourage others to participate.
To get involved with the 'Tesco Stronger Starts' campaign, click here to head over to the website.