Supercharging Fan Engagement & UGC for the Co-op

Challenge

To promote their BBQ product range, Co-op Supermarket sought to create a standout television campaign that would drive fan engagement while uplifting the ad campaign’s organic reach. Their goal was to utilise user generated content (ugc) to transform traditional ad spots into interactive content experiences. This required a solution that could facilitate audience participation by seamlessly integrating social media content into their TV advertisement.

Solution

In collaboration with PHD Media Agency, Dizplai delivered an exceptional socially-enhanced ad campaign for Co-op’s “Grill Perfekt” initiative. The solution enabled social media integration and ugc generation, allowing viewers to submit their “perfect” BBQ photos using a specific hashtag, #GrillPerfekt

Through the Dizplai Platform’s powerful content moderation, producers could easily search for and publish the best submissions. These images became dynamic interactive media, featured within the ad placements, establishing a strong relationship between the Co-op and audiences across social media and broadcast, while improving the campaign’s organic reach and shareability.

Results

The successful campaign leveraged the power of audience participation and social media to maximise the value of the Co-op’s TV advertising. This resulted in a direct increase in fan engagement and organic conversation across social platforms, leading to:

• The campaign successfully boosted Co-op’s TV campaign and marketing ROI through the innovative use of ugc.
• Increased organic social media posts relating to the campaign were generated.
• The real-time connection between social media and TV spots strengthened Co-op’s brand activation.