Co-op Promotes Membership Benefits with Comprehensive Video Strategy
"GrowthAds is a trusted partner, leveraging their data to effectively target the right audiences throughout the funnel and meet our campaign KPIs. We consistently see strong performance in our direct response campaigns, while also driving upper funnel results and measuring the campaign's success at every stage."
Carolina Turner-Suarez, Digital Director, Carat
3x
Increase in site visitor rate for exposed audiences (vs. running lower funnel activity alone
37%
Higher VTR than goal
"By incorporating cookieless and upper funnel brand activities into our campaign, we experienced a significant increase in new memberships, confirming the effectiveness of our new strategy."
Dominic Adams, Digital Marketing Lead, Co-op
Founded in 1844, Co-op is the UK's largest member-owned consumer cooperative.
Industry
Retail
Brand
Co-op
Product
Creative Solutions, Cookieless, Brand Lift Live, GrowthAds Advertising Platform
Challenge
Co-op, in collaboration with their agency Carat, aimed to generate excitement ahead of the launch of Co-op Live, Europe’s largest indoor arena. By highlighting the venue’s unique focus on benefiting both members and the wider community, they sought to showcase the advantages of Co-op membership. Using visually engaging video and a full-funnel strategy, their goal was to inspire audiences to join Co-op.
Solution
GrowthAds leveraged Co-op’s first-party data, collected through the GrowthAds pixel on their site, to gain insights into the membership audience. Using this data, they delivered OLV ads to similar audiences across the open web. The campaign utilized targeted lookalike modeling in both cookie-based and cookieless environments, combined with multiple layers of measurement to ensure the campaign’s success and accountability.
Results
The campaign was highly successful in engaging the Co-op Live audience and driving them to become members. It surpassed the goal by achieving a 37% higher VTR rate, generating a significant increase in site visits. With comprehensive on-site tagging, GrowthAds measured a 3x boost in conversion rates and a 3x increase in site visitor rates when audiences were exposed to both upper and lower funnel ads.
The Partnership
Brand: Co-op
Established in 1844, Co-op is the largest member-owned, consumer co-operative in the UK.
Agency: Carat
Most recently named a leader amongst global media agencies by Forrester, Carat is consistently ranked the #1 media agency in the world with over 12,000 experts in over 100 countries.
