The National Student created a digital marketing campaign for Co-op to help the supermarket grow its student customer base.
What the client thought:
"Working with The National Student has meant we are able to engage with a student audience while ensuring our key messages are appropriate, relevant and effective. The team's calm efficiency and extensive knowledge of this very important segment has supported our marketing objectives and delivered value for money to our marketing spend."
- Georgina Brough, Assistant Marketing Manager at Co-op Food
The Co-operative Food, also known as Co-op Food, is a UK Supermarket that offers a 10% discount to students with an NUS card.
Co-op wanted to drive awareness of the discount to more UK students to encourage them to think of the supermarket as a preferred choice. To meet this objective, it needed to partner with a platform that targeted this audience specifically.
The National Student was therefore approached by Co-op to create a digital marketing campaign that would increase the supermarkets popularity among students.
The National Student editorial experts created a media channel for Co-op Food, publishing new content on it that set out to inspire its readers with tasty yet affordable recipes.
In total, there were five new articles, including:
- 5 brain-boosting recipes for the new uni term
- 8 extremely nutritious recipes for veggies
- 5 tasty & shareable treats to get you through exam time
- 9 incredibly light fish recipes for a healthy spring
- 15 meaty dinner recipes for very hungry people
Each article credited Co-op for the recipes and hyperlinked to the website to keep driving readers back to the brand.
To further boost awareness of the student-friendly recipes, The National Student used its network of student contributors to carry out a social seeding task on Facebook. The students involved posted about the articles and their favourite Co-op recipes on their personal social media accounts. The students also posted in Facebook groups, such as university halls and sports societies.
Overall, the campaign reached its aim of awareness of the Co-op’s student discounts and recipes:
- Total Facebook Reach of 181,102
- Articles on The National Student achieved 6343 reads with 560 clicks