Since 1844 The Co-operative has been campaigning for a better world. In fact, today it runs several initiatives throughout the year and we have been tasked with bringing them to life online. From the 'Big Community Vote' to bees... there have been a number of successful projects. This time around our task was to engage with members of
The Co-operative – to let them know how they could get involved with Fairtrade during Fairtrade Fortnight and make a difference.
After talking to
The Co-operative, we discovered that they had arranged a UK-wide tour with Chino Henriques. He is the Managing Director of Apicoop in Southern Chile – a company that produces Fairtrade blueberries and honey.
We decided to highlight how The Co-operative is involved with Fairtrade – through the story of Chino. In fact, rather than lead with a Fairtrade message, we wanted the blueberry to become the emblem for the special Fortnight. We created a highly engaging interactive microsite where people could track Chino's progress around the UK – with photos and videos; downloadable recipes and a resource pack as well as play a game and log their scores on social media. There was also an Application Programming Interface (API) to pull data in from our Facebook page.
Following the campaign's launch the Blueberry microsite received almost 5% of the total site traffic, an increase from 1.5% for the changing the world section, and a 150% increase in the time spent on the microsite against the site average.