@CoopUKInsurance found that videos with an innovative or intriguing creative proved very popular. Its audience wanted not only to watch the videos but also to participate in the competition. Through analytics, the brand gained insight into user engagement and then modified the campaign in real time.
The campaign was boosted by the relevant content rolled out during Glastonbury. @CoopUKInsurance reached an audience not usually associated with insurance by making use of festival buzz and by targeting music fans, those discussing Kanye West, and followers of the main festival accounts.
A competition or a poll can spur engagement with a campaign and keep users interested. @CoopUKInsurance stimulated participation by challenging users with fun, identifiable content while also offering a £50 voucher to the winners.
The campaign massively exceeded expectations, delivering engagement rates well above standard industry benchmarks. One important aspect was to provide users with innovative, creative content that they would not usually expect from an direct insurer. Twitter was the perfect partner.