To launch 1,500 new Coop own-brand products through an innovative, unconventional campaign at what is an especially difficult moment in time for consumers across Italy.
We developed a solid content strategy, identifying established and up-and-coming comedians and content creators (From Fru to Aurora Leone, from Aldo, Giovanni and Giacomo to Elio e Le Storie Tese), linking each one to a product family through a monthly publishing plan running from June 2022 to January 2023. The creators involved engage their community of followers through posts and video reels, each linked to the others through the campaign’s overarching concept: “I Nuovi alla Coop” (new Coop own-brand products).
Campaign still running, partial results for the first content published:
0 M views
Reach 10 days after publication (June - December 2022);