Coop Bau+Hobby
How a Digital PR campaign that is perfectly aligned with the target audience can increase brand awareness.
The challenge
Although Coop Bau+Hobby is already one of the leading DIY stores in Switzerland, it never hurts to strengthen its own brand awareness even further – for example, with the help of a Digital PR campaign. Since Coop Bau+Hobby has placed great emphasis on sustainability over the years and has already internally promoted the topic of “bee-friendliness” and the importance the role of bees play in our ecosystem, it made sense for us to implement a campaign to coincide with World Bee Day on May 20th. The aim was to present the DIY store as particularly bee-friendly and to generate clippings in media publications relevant to the sector in order to further increase brand awareness as well as bee awareness. The target market for the Coop Bau+Hobby campaigns was Switzerland with all four language regions: German, French, Italian and Romansh-speaking Switzerland.
The solution
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Development and conception of a Digital PR campaign
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Content and technical implementation and development of a landing page
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Creation of appealing visualizations
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Targeted distribution of content (seeding)
The implementation
The bee campaign was not only intended to draw attention to the death of bees, but also to raise awareness among DIY store customers of the need for more bee-friendly planting. World Bee Day at the end of May was a good time to do this, as DIY stores are particularly busy in the spring with customers wanting to replant their balconies or gardens after the winter.
In order to precisely address this target group and at the same time pursue a good cause, we set up a corresponding landing page for the campaign. There, users could easily find out how bee-friendly their balcony or garden is and how they could improve on bee-friendliness without much effort.
The focus of the seeding of this Digital PR campaign was on rather niche, industry-relevant magazines instead of broad mass media, so that we could specifically reach the corresponding target group.
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Sabrina Hummel
“Claneo supports us in all operational topics around SEO and is also a valuable discussion partner in strategic consulting. Working with the competent team is fun and we achieve very good results on various platforms.”
About Coop Bau+Hobby
Coop Bau+Hobby sees itself as part of the Swiss DIY market as the friendly and sustainable DIY store for garden, home, and hobby. They offer branded, sustainable, regional, and Swiss-branded products as well as own brands. In over 80 stores with more than 300,000m2 of sales area, you will receive expert advice from a total of more than 2,200 employees.
Digital PR
We are happy to provide you with holistic support in developing successful digital PR strategies. In our individual consultations with you, we develop customized concepts and are also happy to advise you on selected topics related to digital PR and content marketing. Below you will find a detailed overview of our services.
Content Marketing
With our wide-ranging expertise in the field of content, we support you holistically in the creation and optimization of your content. We work with you to develop a suitable strategy and ensure that your content reaches your target audience – in more than 10 languages.
