Co-op Insurance Social Media Campaign

#LoveThisPlace

Challenge:

Co-op Insurance came to us with a simple brief for a social media campaign that would promote their home insurance product. The campaign needed to breathe a new lease of life into their social media channels, not only reflecting the Co

Approach:

The concept around #LoveThisPlace was centred on rediscovering our love for our hometowns. Our social media strategy for the campaign required two executions. The initial stage involved creating a series of videos which showcased residents from all over the UK, each explaining why they love where they live. The emotive video content was then seeded on Co-op’s social channels, driving engagement.

The second stage involved creating an interactive hub where users could upload photos of their own homes, adding to our dynamic mosaic of the UK.

love this place mobile views

Outcome:

#LoveThisPlace proved an instant success. The campaign was awarded Digital Marketing Campaign of the Year at the 2017 PR and Marketing Awards for Insurance, and in just a few short weeks the campaign managed to achieve:

  • 898,569 total video views
  • 830 comments
  • 5,289 likes and reactions
  • An impressive 568 photo uploads to our interactive mosaic – and even more on Facebook.

-op community ethos, but also sparking an uplift in engagement.