Case Study: The Co-operative Insurance achieves 2.6M+ impressions, 17.3% peak engagement and £0.04 CPI with Twitter Promoted Video

Co-op Insurance uses video to introduce an offer and get users to share content

Co-op Insurance wanted to introduce a customer offer and drive user-generated content among new audiences by tying a campaign to Glastonbury Festival. The challenge was to create engaging, unexpected creative that would attract music fans and festival-goers—people not usually associated with insurance—and motivate them to participate and share.

They used Promoted Video on Twitter, targeted music- and festival-related audiences, and ran a #MessyMoments competition offering £50 Co-op vouchers to spur participation, iterating the creative based on analytics. The campaign delivered more than 2.6 million impressions, 139,000+ video views, a peak 17.34% engagement rate and a £0.04 cost per impression, outperforming industry benchmarks.

The Co-operative Insurance

Chris Twigg

Customer Engagement and SEO Manager