Waitrose plots “significant” uplift in social media spend
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Waitrose is planning a “significant” increase in its social media budget next year following a “great” response rates to its Facebook, Twitter and Youtube marketing activity.
The supermarket has just launched online how-to videos and live Q&As with the supermarket’s celebrity experts Delia Smith, Masterchef champion Druv Baker and TV wine buff Olly Smith on Facebook as part of the supermarket’s festive campaign.
The Facebook stage of its “Christmas School of Magic” seasonal campaign rollout comes after a related TV ad notched up 274,000 views on Youtube over its first two weeks.
Digital communications manager Julie Randall says the current campaign represents a shift in focus to integrate online into wider media campaigns, and engagement.
“We’re focusing specifically on engagement rather than just pure promotion because research we did after last year’s Heston’s Christmas Pudding told us that people really liked it but they wanted to do more than just watch the promo and pass it on,” she says.
The investment could lead to the digital expansion of the recently relaunched offline loyalty club myWaitrose.
Tesco is also throwing its marketing weight behind social media over the Christmas season as part of its “real people” theme, with a Facebook campaign launching this week and live last minute cooking advice on Twitter on Christmas Eve and the big day itself.
YouGov Insight:
Grocery Retail
· 31% of main shoppers use Tesco for the bulk of their grocery shopping.
· Morrisons shoppers are more likely to shop at Tesco for ‘secondary shopping’ than shoppers of any other supermarket chain.
· Shoppers that use Tesco for the bulk of their grocery shopping are most likely to go to Sainsbury’s for their ‘secondary shopping’
· The most popular reason given by Asda main shoppers for using Asda is that there are ‘plenty of special offers’.
· Asda’s highest regional penetration is in the North (39%) and the lowest is in the East (16%)
· The most popular reason give by Sainsbury’s main shoppers for using Sainsbury’s is that the ‘availability of food is always good’
· Sainsbury’s highest regional penetration is in London (25%) and lowest in Scotland (9%)
· Morrisons shoppers are more promotionally oriented than the shoppers of any other store.
