As the social and financial effects of COVID-19 were starting to be felt across the UK, Co-op (@coopuk) saw an opportunity to help those most affected, by inspiring people to come together as #LocalHeroes and show support for their communities.
With more than nine million people in the UK left furloughed because of COVID-19, and many more facing severe financial strain and a dependency on food banks, @coopuk decided it was time to mobilise some cooperative action.
Partnering with Twitter to amplify its message, @coopuk sent out a mass call to action, which encouraged people to become #LocalHeroes by sending donations to FareShare (@FareShareUK) that would go towards getting food to those who need it most.
Powerful, inspiring messages from @coopuk workers helped to engage the public about the importance of the cause, while key video formats like Promoted Trend Spotlight and Promoted Video maximised the reach and impact of these messages across Twitter.
The campaign hit new levels when Manchester United (@ManUtd) and @England player @MarcusRashford came on board, as his whitelisted Promoted Tweet further boosted campaign impressions and drove engagement across the UK.
According to Jessica Batiste, Client Director, Dentsu: 'Twitter was the perfect platform for us to activate on. We were very aware that Covid -19 was going to have a lasting effect on society, so it was essential that we drove momentum of how Co-op shoppers could continue to help.
'Support from Marcus Rashford enhanced this further, allowing us to tap into an engaged audience base whom we may not have had access to prior. This was a truly reactive piece. Turning this around in a few days was testament to a great team working behind the scenes. It’s fantastic to see that the Twitter activity performed incredibly well, particularly with the continued poignancy of our message.'