The Co-op launched a promotional campaign on Snapchat, called Snaptop, targeting students. Snapchat is an app that allows users to exchange “self-destructing” photographs that disappear a number of seconds after they have been viewed.
The Co-op campaign involved students firstly being encouraged to add The Co-operative Electrical as a friend on Snapchat in order to take part in the campaign.
They were then sent a code via Snapchat offering £30 off laptops purchased from The Co-operative Electrical. The code was only available for five to ten seconds after the image was opened on the student’s phone.
Through the campaign the Co-op experienced thousands of visitors on the campaign microsite site, and sales of laptops did increase. It also had positive impact in terms of raising awareness of the brand as a socially innovative online retailer and gained a great deal of publicity within the trade press.
