Co-op Insurance (@CoopUKInsurance) wanted to drive awareness of its new ‘Clean Up Your Cover’ home and car insurance offer. It saw Twitter as a place to create a campaign that was fun and would use relatable content not expected from an insurance provider.
@CoopUKInsurance devised #MessyMoments, a competition-based campaign that focused on the grubbier aspects of everyday life and encouraged users to celebrate these little accidents. Throughout five weeks, the brand hoped to raise its appeal among different target audiences, and rewarded Twitter users for participation with a £50 voucher.
The campaign centered on a series of videos featuring people in mud-splattered situations and targeted at specific audience segments. @CoopUKInsurance targeted mums on Twitter during ‘kids’ week’, while ‘festival week’ was timed to coincide with the Glastonbury Festival. For a chance to win, people had to share pictures of their own messy misadventures based on that week’s theme.
@CoopUKInsurance chose Promoted Video to introduce each week’s theme and to reveal the winning entries. It also used keyword, handle, and interest targeting to ensure the content connected with a relevant, engaged audience.