In the wake of a work stoppage by its employees, Stop & Shop wanted to drive positive social sentiment and increase awareness of what it does for its communities, customers, and employees.
We created a four-part episodic series that shined a light on meaningful contributions and connections that Stop & Shop makes every day within its communities. These emotionally driven videos—each spotlighting a different person with their own story of how they were impacted by Stop & Shop—showcased unique examples of how Stop & Shop supports its employees and customers. Through empathetic storytelling, we brought viewers outside of stores and gave them an inside look at the great impact Stop & Shop makes in its local communities.
This method of empathetic storytelling brought viewers outside of stores and gave them an inside look at the great impact Stop & Shop makes in its local communities.
To date, this content:
• Exceeded ad recall lift benchmark by 73%
• Exceeded engagement rate benchmark by 576%
• Exceeded ad sentiment benchmark by 92%
• Shopper focus group key findings: “Stop & Shop supports my local community” is the brand perception rated higher based on the video, compared to the control survey