Retail
Making a legacy brand culturally relevant to Gen Z
Co-op needed to become more relevant to younger audiences and behave with more confidence on TikTok, where community, timing and tone matter as much as the idea itself.
The challenge was to build a publishing model that could react quickly to trends and everyday moments without losing brand character or creative discipline.
For a retailer that lives embedded in local communities, cultural relevance is won through behaviour rather than statements. On TikTok, that meant showing up in moments people already cared about and doing it with speed, humour and platform fluency.
The most effective response was not a single campaign, but a system for spotting opportunities and turning them into content quickly.
Co-op's TikTok channel grew from 10k to more than 100k followers in less than a year.
The work proved that a legacy retailer could build genuine platform relevance when strategic thinking, creative instincts and delivery were developed together.