The Co-operative Electrical has become the first major UK retailer to use picture-chatting app Snapchat for marketing, as part of a campaign designed for students.
Created by Holler, the ‘Snaptop’ campaign offers students £30 off their online price on its full range of laptops, which includes free delivery and an allocated 60-minute delivery slot.
The discount is received when a student adds Co-operative Electrical as a friend on Snapchat, with the company then sending them a promotional code. However, with Snapchat messages self-destructing, students need to be quick to copy the code.
Pete Jackson, Holler senior planner, said: “This is not about novelty. This is about targeting a specific audience using a platform they love, with something they need, at the time of year they need it.”
Launching this week, the campaign is set to run until 11 October.
Gail Lyon, social media lead for The Co-operative Group, said: “It’s the first social campaign that The Co-operative Electrical has done, and the business is the first big retailer to market using Snapchat.
“Following this Snaptop campaign, we will be following up with two further social media campaigns, both with the intention of increasing awareness and consideration.”