To further cement its reputation for doing things that make a difference, @coopuk wanted to run a high-impact campaign to mark the launch of a new soft plastics recycling initiative. It was keen to encourage UK consumers to shop at @coopuk by showcasing the values of its own brand food range in a distinctive, memorable way.
To kick off the campaign in grand style and reach as many people as possible on the launch day, @coopuk chose to run a Trend Takeover+.
This meant its immersive video creative was at the top of the Trends list on Twitter and front and centre in the Explore tab on mobile, right where people go to see what’s happening in real-time.
The feel-good video creative showcased the place of @coopuk at the heart of the community. It was also designed to make it feel easy for people to do their bit, showing how convenient it is for customers to recycle soft plastics with Co-op's soft plastic recycling units.
To ensure UK shoppers were even more likely to see the campaign, @coopuk followed the Trend Takeover+ with reach and frequency campaigns on Twitter. This meant the campaign’s key messages were being shared on Twitter across the campaign period and not just on the Takeover day.