There have been many contributions to the surprising Tesco turnaround story. Most unexpected in that tale is the significant role of social media. Having previously underutilised social as a customer service tool and home for repurposed content, Tesco demonstrated how galvanising social platforms behind its brand promise of "Every Little Helps" changed brand perception and created commercial growth. In total, social media drove £297 million in revenue and £59m in profit with a ROI of £3.55. This could only be achieved through maximising social platform functionality, a tight creative and media partnership and imbuing helpfulness throughout every customer touchpoint.