One of Co-op’s most successful long-term campaigns is the multi-award winning #ReverseAdvent campaign, where participants were invited to fill a box with items for those in need each day leading up to Christmas.
Jordan McDowell, Co-op’s senior digital engagement manager, came up with the idea in August and set up a query for the #ReverseAdvent hashtag and related terms on Twitter. At the end of August, he was surprised by how many mentions were already appearing, considering Christmas was still months away. This showed him a campaign could be “a big thing.”
The team used Brandwatch Audiences as early as September to identify the key players in the conversation and involve them when they started to activate their own campaign. As the Co-op
campaign started, the team sent out boxes, vouchers, and pamphlets to help people make the most of #ReverseAdvent. They kept in touch with participants by sending prompts and asking what would be going in the box that day and who they were intending to give the box to.