This Christmas we launched our TV advert campaign for Co-op Food to critical acclaim from customers, colleagues and journalists who warmed to the heartfelt message of the simple ad – to look out for those in need in your community.
As well as ensuring our TV advert was broadcast across the main video social channels – Facebook, Twitter and YouTube – social media had a specific part to play in making the content of the TV advert resonate online. Customers across the nation were inspired by the sentiment of our ad and took to their local streets to partake in the so-called #doorstepchallenge, bringing our TV advert’s treatment to life, and to social, in a way we could have only dreamed of! From this, we spied an opportunity to help kickstart the #doorstepchallenge and to help to demonstrate our Group purpose of “championing a better way of doing business, for you and your communities.”
We agreed to fund a set-amount for each of our 850 Community Pioneers, (store colleagues with hours set-aside in their working week to benefit the local community in which their store is based) in Co-op Food products for them to donate to a customer in-need in their store’s local community. In keeping with the spirit of the #doorstepchallenge, Pioneers were asked to deliver the shopping bag (in a Co-op Bag For Life, of course!) to the customers’ doors and take a snap to share on social media, helping inspire others to do the same!
And inspire they did, many Pioneers taking it upon themselves to donate more than was funded, by raising funds in their local stores and by partnering with other community organisations like British Red Cross, British Legion and local community charities.
A simple idea, paired with the incredible enthusiasm and effort of our store colleagues, made for a wonderful contribution to social media conversation this Christmas, and the best way to bridge the gap between our TV ad and social media communities. What’s more, national conversation about #doorstepchallenge was dominated by Co-op above any other grocer, helping us solidify our place as the community focussed retailer among the pack!
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