Generating organic influencer exposure through creative teaser mailings, based on strategic partner selection and long-term relationship building.
Alongside traditional media relations, social media plays an important role in Tesco’s communication strategy. Our goal is to ensure that the brand’s latest news, seasonal offers, and new products reach new consumer audiences organically through relevant influencers. To achieve this, we integrated influencer seeding into Tesco’s PR toolkit, extending the concept of earned media coverage to social media platforms.
Through teaser mailings, we primarily support PR activities around key FMCG periods, such as Christmas and Easter, as well as Tesco Finest premium products, F&F Home launches, and themed promotions. This approach also provides opportunities to increase the visibility of charitable CSR initiatives.
For each campaign, we select content creators whose interests and content naturally align with the campaign theme, whether it involves gastronomy, books, home décor, or seasonal occasions. Beyond content relevance, we also consider potential competitor partnerships and overall brand compatibility.
Morpho continuously builds and nurtures influencer relationships relevant to Tesco. Alongside an established network of trusted partners, we introduce new content creators whose interests align with each campaign’s specific theme. By combining long-term relationships with opportunities to reach new audiences, we create the most relevant and authentic influencer mix for each activation, ranging from micro-influencers to high-reach content creators.
Thanks to strategically selected content creators, precisely targeted messages, well-established relationships, and personalized outreach, influencer seeding has become a measurably effective element of Tesco’s PR communications.
Across recent activations, 90–100% of participating content creators produced organic content, often across multiple platforms and in various formats, generating millions of Hungarian forints in Earned Media Value (EMV) per campaign.
For Christmas 2025, we developed the concept into an activation spanning the entire festive season. From the beginning of Advent through New Year’s Eve, we showcased Tesco’s holiday product range through six themed surprise packages, each tailored to a specific moment of the season. The campaign also incorporated a charitable fundraising initiative as part of its CSR messaging.
We supported the communication of Tesco’s Festive Book Week with a carefully targeted influencer seeding campaign. The books and book-themed F&F Home products featured by content creators generated significant interest and social media buzz, encouraging additional spontaneous user-generated content (UGC).