We were appointed as Co-op’s Social and Digital agency of record in 2020. An incredible brand, and arguably the UK’s first truly purposeful one.
Co-op is much loved by its younger customers, yet not all are members. And despite the stores being in every postcode, the brand wasn’t in their social feeds. So how could we become more relevant to a younger audience whilst seamlessly selling the benefits of Co-op membership?
We had to jump on moments and trends. Like the World Cup (but we couldn’t say anything about the World Cup because we weren’t a sponsor). And the ‘film it like Wes’ TikTok craze. And ‘Girl Dinners’, the random meals we put together after a long hard day.
Our content creators turned the work around in hours. In house. And often in our local Old Street Co-op. And the results were pretty epic.
Make Co-op pop in culture and make it count.
From nowhere, Co-op has become the 2nd most followed grocery retailer on TikTok. We ‘won’ the World Cup, getting 390% increase in organic reach and the best net sentiment score for a grocery retailer. Beating the official grocery retail sponsor of the World Cup, M&S. Our Wes TikTok got 1.4m views. Girl Dinner TikTok had 843k views. And Co-op membership grew by 300k in 6 months.
