Coop and Ipercoop Calabria: a new digital story by Red Onion.
From simple promotional communication to the construction of a real digital schedule: with Coop Master Alleanza 3.0 we have revolutionized the online presence of Coop and Ipercoop in Calabria. A project that combines strategy, creativity and video production to give people a voice and strengthen the bond with the local community.
From Reach to Engagement: The Digital Shift
The starting point was clear: communication almost exclusively based on digital flyers, discounts and promos. An effective strategy in terms of coverage, but with close to zero engagement. The goal shared with Coop Master Alleanza 3.0 was to change pace: to maintain the promotional strength but to insert humanity, freshness and storytelling into digital communication.
The strategy: a multi-format editorial schedule
From 1 April 2025, we have launched a structured plan that includes:
- Social Media (organic FB/GI and ADV): about 20 video formats per month, editorial plans and media plans with over 100 monthly active campaigns.
- Email marketing: up to 20 DEM per month to a profiled DB of 100,000 Coop Card holders.
- Google Ads (search + display) and banners for regional newspapers.
- Blog with 2 monthly articles dedicated to recipes and food content.
- Influencer marketing: management of 5 regional creators in the food sector.
The human element at the center
The real turning point was bringing Coop employees in front of the room. Store employees have become the protagonists of serial, ironic and engaging formats:
- TG Ipercoop Flash News: breaking weekly news for the launch of flyers (conducted by 3 employees).
- Bomb Offers: two monthly no-food releases with funny gags interpreted by two other employees.
- Trending videos with entire groups of employees, which have become real viral content.
- Special formats for seasonal catalogues and contests.
Participation has also generated internal enthusiasm: our video makers, art directors and social media managers often appear in the content together with the Coop team, fueling a climate of authentic collaboration.
Creativity and distinctive formats
In addition to the content shot in store, we created original formats that soon established themselves as true narrative assets:
- Captain Coop, a piglet symbol of Calabria who brings offers every week to homes.
- The Shopping Cart, the protagonist of an ironic format that explores the supermarket in search of promos.
Localization and influencer marketing
Each content tells the strong territorial identity: Coop and Ipercoop in Calabria.
At the same time, to expand the reach, we have started collaborations with 5 regional food influencers, who reinterpret the Calabrian gastronomic tradition using Coop products.
Performance and continuous optimization
Media management was crucial:
- Over 100 Meta ads per month with planned and optimized budgeting.
- Google Search + Display campaigns always active.
- A/B testing and constant monitoring to optimize results.
- Monthly and quarterly reporting to adjust on the fly.
The result: constantly growing engagement and affection, combined with a concrete return in terms of sales in stores.
