COOP – STRATEGY
Coop is one of Sweden’s largest grocery retail chains, known for its focus on sustainability and cooperative ownership.
Unleashing digital performance, one step at a time.
OVERVIEW
In today’s digital landscape, social media is a crucial channel for building relationships and strengthening brands. When Coop needed to take a comprehensive approach to its social media presence, Dot Sure became the natural partner to develop a strategy that not only reflects their vision but also engages their target audiences. At the start of the project, there was no clear strategy in place, and no real plan to generate engagement. It became clear that a unique strategy and well-developed tone of voice were needed to spark interest among both current followers and new audiences.
We developed a comprehensive strategy that connected Coop’s vision to their social media efforts. The work included competitor analysis, audience definition, content strategy, tone of voice, and measurement. We also created guidelines for the stores to ensure consistency.
Today, Coop has a clear direction on social media that inspires, engages, and entertains. Through varied content, they showcase their breadth and strengthen their position as a leading source of inspiration – all with Dot Sure as a long-term partner.
Transformation of Coop’s social media presence
A strategy that permeates the entire organization
Both operational and strategic support
THE CHALLENGE
When we came on board, there was a lack of structure and a thoughtful strategy for Coop’s social media. One recipe was posted per day in hopes of creating engagement. But as we know today, that’s not how it works. Success requires a unique perspective and a tone of voice that engages current followers while attracting new ones.
OUR APPROACH
Our work began by developing a strategy for all of Coop Sweden, aligning their future vision with a clear plan for social media. The strategy included an overarching social media plan, competitor analysis, audience mapping, content strategy, tone of voice, measurement, and analytics. This also meant increasing the frequency of posts across social channels, focusing on publishing varied content that aligns with the overall strategy.
We also developed guidelines for the stores, as Coop has many employees across the country involved in social media.
Based on this strategy, we have continued to work as both editors and creators (more on this in Case – Content creation).
RESULTS
Today, Coop has a completely new focus and a clear direction for their social media presence. From previously being passive, they are now active and forward-thinking, with the ambition to inspire, engage, and entertain their followers. Coop now works with both video and static content, and varies its communication to showcase the full spectrum of what the brand stands for and offers.
OTHER CASES
Link to: COOP – CONTENT CREATION
COOP – CONTENT CREATION
With Dot Sure as a partner, Coop gained a dedicated creator who not only develops engaging content but also ensures that the social media vision is brought to life.