The Co-op approached Hype Collective to help drive new customers and brand love amongst students. Co-op have proactively targeted students for a number of years, they are the only supermarket to offer a student discount, and as such were looking for new channels to reach students that fitted in with their brand position.
Hype Collective created a partnership between the Co-op and student sports teams and societies. Each group was offered sponsorship funds to put towards the society, in exchange they had to complete certain KPI’s which included creating content, sharing across social channels and branding at events. For certain societies we shot professional content, the key purpose was to generate content which students were proud to share.
The campaign had an organic reach of over 200k on social, driving 12k engagements. The Co-op saw roughly double the engagement rates from this type of social content when compared with influencer activity. Content was hosted on a bespoke hub unitogether.co.uk.