COOP – Mig og Min Mad
In 2018, we introduced the 'Mig og Min Mad' universe to Coop. We were aware that Food & Grocery was the fastest growing category online on Google. Moreover, we recognized that video content was projected to account for 90% of all web traffic in 2019, with users spending one-third of their time online watching videos. Additionally, Forbes reported that 64% of consumers were "very likely" to make a purchase after watching an online video.
That's why we created a cooking universe that had videos as the primary format. We used influencers to make the content personal and relevant and we filmed at home in their own kitchens. We brought the produced content double value by running it on an owned channel migogminmad.dk and the youtube channel Migogminmad, and finally we made sure that Superbrugsen could use the content on their already existing channels.
With the combination of channels and formats, it succeeded in creating millions of organic views and high engagement on the content. The universe was also supported by paid media and a coordinated SEO strategy.