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