In 2022, Tesco Clubcard became the UK’s largest loyalty programme with 20 million users. The earlier launch of Clubcard Prices in 2019 – offering deals exclusive to members – presented a platform to build on. Yet, Tesco’s marketers knew they had to push further.
Keen to inspire widescale love for Clubcard, the team wanted to turbocharge use of the loyalty scheme, driving awareness, recommendation and fame. On TikTok, they identified widespread love for Clubcard, particularly around the phrase ‘Clubcard accepted’ which users hear at the self-service checkout when they scan their card.
Armed with this insight, Tesco and creative agency BBH decided to give brand fans the chance to become the voice of the checkout for a week. The team used TikTok’s ‘face/mouth’ AR effect to turn the Tesco checkout into a character, with the duet feature allowing followers to co-create their entry.
The marketers worked with TikTok to ensure offensive entries were swiftly removed, while contingency planning was introduced to counteract any potential negativity about the Tesco brand. The marketers knew, however, success hinged on giving away some measure of control.
The risk paid off. Within 24 hours #TescoVoiceOfCheckout had achieved more than 5 million organic views on TikTok. During the 10 days submissions were open the campaign racked up 42 million video views, trending every day on the TikTok app. Just under 3,000 entries were submitted auditioning to become the voice of the checkout.
The campaign drove a 12% increase in awareness, a 4% rise in likelihood to recommend and a 7% average uplift in Clubcard use, helping Tesco win the 2023 Marketing Week Award for Social Media.