Dreifive and Coop Hello Family Club say hello to Instagram
Dreifive is launching a new presence on Instagram with the Coop Hello Family Club at the beginning of the year. The new channel is intended to complement the Hello Family Club's existing social media presence and tap into new target groups. An influencer campaign was launched to mark the start of the channel.
Dreifive has been providing social media support to Hello Family Club since 2017 and has already helped the brand establish its Facebook presence. The result of the collaboration was awarded the Best of Content Marketing Award in the area of social media in 2019. For 2020, both partners have set themselves a new goal: To further strengthen the positioning of Hello Family Club as a family platform and, in particular, to expand its reach among expectant and young parents.
For this purpose, the brand world is to be presented on its own Hello Family Club Instagram account for this target group and address users directly through emotional storytelling. Dreifive developed the social media strategy and the visual language with recognition value for the new website. With a broad and inspiring content mix as well as target group-specific and relevant content - including family tips, DIY instructions, activating content and performance-optimized formats for social media ads - the channel should not only be fun, but also offer users added value.
For the big launch, Dreifive has designed an extensive campaign including cooperation with Swiss influencers such as @house.of.huber, @eli_simic and @fabiozerzuben, which will be promoted cross-medially. Until March 01, 2020, users have time to share their most beautiful family moments with #hellofamilymoments and participate in a big sweepstakes. The implementation takes place in close cooperation with the influencer agency Picstars.
Jeanine Jost could hardly wait for the campaign to start: "With the new channel and the influencer campaign, we are tapping into a younger target group for the Coop Hello Family Club. We can thus be closer to young families and pass on inspiration and valuable tips for everyday family life."
Responsible at CoopJeanine Jost (Project Manager Marketing Hello Family Club); Alain Comment (Head Marketing Supercard and Customer Clubs at Coop). Responsible at DreifiveClaudia Dörr (Deputy Head of Social Media); Marleen Albert (Head of Social Media); Montserrat Urbiola (Art Director); Sandro Kohler (Art Director Motion & Picture). Responsible at PicstarsMelina Kiefer, Larissa Kaiser (Campaign Management).
