Coles
Case Study
Coles attributed a meaningful shift in customer perception to the depth of content, variation across channels and level of optimisation.
+4M views
The highest performing social,
surpassing channel benchmark of 60,000
35-39%
Start to end retention rate
Above channel average
YouTube video engagement
The Challenge
To showcase Coles' quality commitment through innovative supplier storytelling that
highlights relationships with Australia's premier fresh produce farmers and demonstrate how grower partnerships deliver quality to consumers' tables.
The Insight
Customer trust grows when they can see the role and impact Coles has in the lives of suppliers, as well as their own – it’s through deep connection that we drive distinction.
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The Solution
Our content agency Medium Rare leveraged human-centred storytelling to showcase real stories of Australian farmers and suppliers to support the ‘Great Lengths for Quality’ ATL brand campaign. Our narratives focussed on the great lengths Coles takes to work collaboratively with their farmers and suppliers – like travelling to Italy to source seeds to bring back and grow in Australia.
Coles attributed a meaningful shift in customer perception to the depth of content, variation across channels and level of optimisation.
The content campaign delivered on multiple fronts:
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Industry support
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Quality
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Sustainability
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Advocacy
Partner Channels
Video and Social Amplification
YouTube Video Series
Over 4M views
The highest performing social, surpassing channel benchmark of 60,000
35-39%
Start to end retention rate
Above
channel average
YouTube video engagement
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