Shareable content that creates ‘meaningful conversations’ – that was the objective of Co-op Insurance’s social media campaign. With the Coop going live with an above the line campaign - #BagsMore - we needed to develop a social concept that would bring that campaign to life online and generate high levels of engagement on social channels.
Our campaign consisted of two approaches: celebrating those who do #BagsMore in the community and surprising the Co-op Insurance community with something they’d like #BagsMore of.
After sending out dark social posts to encourage individuals to nominate people who do #BagsMore in their community, we started sending out a few surprise thank you gifts to our local heroes. Following a request to help Sunny Harbour Cat Rescue, we filmed an inspiring surprise and delight video which sparked a surge of engagement on social – and most importantly, got people talking.
We also hit the streets to find out what people wanted #BagsMore of, creating a diverse mix of shareable social assets. The campaign continued by surprising and delighting a whole bunch of Co-op Insurance customers, from little motivational incentives to achieve their New Year’s resolutions to helping individuals spend #BagsMore time with their family.
The varied and inspiring social messaging certainly generated plenty of engagement on Co-op Insurance’s social channels, which the Sunny Harbour Cat Rescue video proving one of the most popular assets. During the campaign, the video achieved:
- 898,000 views
- 218 shares
- 108 comments
- 8k likes