Tesco Changing Places Disabled Influencer Instagram Campaign
Influencer MarketingPurple Goat Agency worked with 11 disabled influencers on Instagram to raise awareness of Changing Places facilities in Tesco stores, and reports 4.2M impressions.
Case in 60 seconds
Tesco needed to raise awareness of the Changing Places facilities now available in its stores, so the message had to reach the disabled community those facilities serve and land as practical help rather than as brand promotion.
The page frames the campaign around lived experience, because disabled influencers could speak about how Changing Places facilities make things easier for themselves, so the message rested on first-hand authority rather than on brand claims about access.
Purple Goat Agency built the campaign on disabled influencers speaking authentically about Changing Places facilities, and paired their content with a Nielson report so that the effect on familiarity and brand perception was measured rather than assumed.
Purple Goat Agency worked with 11 disabled influencers, who produced 79 pieces of content on Instagram across feed posts, reels, IGTV and stories, while a paid campaign supported the content and a Nielson report tracked its impact.
Purple Goat Agency reports 4,194,352 impressions, 608,136 engagements, 14,692 clicks and a Net Sentiment Score of +77, and says the Nielson report showed uplift in familiarity with Tesco installing the toilets and in perception of the brand.
Strategy Breakdown
Creative & Execution System
Assets & channels
Partners
- Purple Goat Agency
Results & Evidence
| Metric | Value |
|---|---|
| Impressions | 4.2M impressions |
| Engagements | 608.1K engagements |
| Clicks | 14.7K clicks |
| Net Sentiment Score | +77 Net Sentiment Score |
| Influencers | 11 influencers |
| Pieces of Content | 79 pieces of content |
Why Purple Goat Agency's strategy worked
- 1
Casting disabled influencers for a disability access message adds authority and can lower paid costs, because the agency reports a CPC more effective than similar campaigns with non-disabled influencers and a CPM below its target.
- 2
Pairing creator content with a Nielson report lets a brand track shifts in familiarity and perception rather than relying on engagement counts alone, which gives an awareness brief an outcome measure beyond impressions.