Co-op turns to microdrama format to boost convenience store visibility
Co-op has launched a new four-part microdrama series where it turns everyday convenience shop trips into comedic, hyperbolic social content as part of its first foray into the fast growing microdrama format.
In a partnership with Carat UK and Platform Media, the ‘Pop to Co-op’ series is being amplified across Facebook, Instagram, TikTok and YouTube Shorts through The Platform Amplification Network.
Subscribe to TRBEach episode follows comedian, podcast host and TV producer Jake Bhardwaj, who finds himself in familiar everyday situations that prompt a quick ‘Pop to Co-op’.
The series forms a key pillar of Co-op’s new brand platform, ‘Pop to Co-op’, which launched this summer and spans AV, social, influencer, OOH, radio, display and digital activity.
While the wider campaign highlights how everyday moments are made better with a ‘Pop to Co-op’, the microdramas are designed to act as a talkability engine, driving engagement and helping to embed the phrase into everyday conversation.
Kameshia Lewis, head of media excellence and comms planning at Co-op, said: “At a time when attention is the scarcest commodity, we knew we had to take a different approach.
“Our microdrama series offers a fresh, culturally relevant way to launch Pop to Co-op, using storytelling and creator-led content across our paid and owned channels.
“It helps us cut through the noise, capture attention, drive engagement and keep Co-op top of mind during everyday convenience moments. It’s a great example of how a connected media and content strategy can build awareness in today’s algorithm-driven world.”
