Case study: Tesco Living

Tesco has been in the news recently, and not for good reasons. But despite its financial results less than pleasing investors (and errors in its financial reporting upsetting the financial regulator), it still has a smart, savvy and seductive content-marketing campaign.

This comes in the form of Tesco Living, an online magazine divided into the following sections:

– family & kids
– health & wellbeing
– beauty
– smart living
– homes
– mum of the year

Despite Tesco’s aspirations to expand into Europe and North America, Tesco Living is firmly British, with articles such as this one on cutting your utility bills aimed squarely at the home market. This allows Tesco Living to talk directly to its core British market about specific issues and concerns its local audience faces.

Its home page has a familiar blog feel, and articles from those categories listed above appear in haphazard order in a screed of feeds. The result is that handy advice on face-painting for halloween sit alongside features on what kind of spender are you? and make-up to work out with.

It’s probably fair to say that Tesco Living is aimed more at women, but its design and tone feels relatively unisex. And much of its content – for instance, tips on saving money, improving health and parenting – will easily attract men through search results.

The overall effect is a site that is fun – think throwaway features about Katy Perry’s beauty regime and links to a vernacular Twitter feed – mixed with highly informative and useful content that sits well with the Tesco brand. The point is that users can come to the site and find something that relates to their specific whim or mood, and end up reading something that just catches their eye. Much like walking into a supermarket and picking up items you thought you didn’t need.

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