4 personer 80 kr

4 personer 80 kr is a long-term concept that every week gives a simple answer to the question "What should we eat for dinner?". With the goal to help families to recapture everyday dinners - to eat well and good together, for a low price. As an art director, my main tasks has been to uphold the concept's guidelines, realizing it and adapting it to our various channels. I have also developed frameworks for new formats and digital strategy.

CLIENT
Coop Sverige AB

ROLE
Art Direction

YEAR
2016 – 2019

DigitalStrategy

 

Digital strategy

After taking home and changing the digital strategy In 2018, the results improved the view rate (3s or more), which has risen from an average of 16.42% to 66% in the fall of 2018 - an improvement of 300%. CTR has also increased from 0.42% in 2017 to an average of 4% in the fall of 2018 - an increase of 850%. 

Adjustments made during 2018:

  • Clearer CTA, in both image and ad texts
  • New creative and channel-adapted material has been developed via Coop inhouse.
  • Recipes have been packaged together and we suggest weekly menus instead of dinner tips for the evening.
  • The purchases have been adapted to Sunday-Thursday because we can see that the concept generates greater interest and is most relevant to the target group then.


 

Digital strategy

After taking home and changing the digital strategy In 2018, the results improved the view rate (3s or more), which has risen from an average of 16.42% to 66% in the fall of 2018 - an improvement of 300%. CTR has also increased from 0.42% in 2017 to an average of 4% in the fall of 2018 - an increase of 850%. 

Examples of adjustments made during the year:

  • Clearer CTA, in both image and ad texts
  • New creative and channel-adapted material has been developed via Coop inhouse.
  • Recipes have been packaged together and we suggest weekly menus instead of dinner tips for the evening.
  • The purchases have been adapted to Sunday-Thursday because we can see that the concept generates greater interest and is most relevant to the target group then.


 Digital strategy

After taking home and changing the digital strategy In 2018, the results improved the view rate (3s or more), which has risen from an average of 16.42% to 66% in the fall of 2018 - an improvement of 300%. CTR has also increased from 0.42% in 2017 to an average of 4% in the fall of 2018 - an increase of 850%. 

Examples of key adjustments made during the year:

  • Clearer CTA, in both image and ad texts
  • New creative and channel-adapted material has been developed via Coop inhouse.
  • Recipes have been packaged together and we suggest weekly menus instead of dinner tips for the evening.
  • The purchases have been adapted to Sunday-Thursday because we can see that the concept generates greater interest and is most relevant to the target group then.


 Digital strategy

After taking home and changing the digital strategy In 2018, the results improved the view rate (3s or more), which has risen from an average of 16.42% to 66% in the fall of 2018 - an improvement of 300%. CTR has also increased from 0.42% in 2017 to an average of 4% in the fall of 2018 - an increase of 850%. 

Examples of key adjustments made during the year:

  • Clearer CTA, in both image and ad texts
  • New creative and channel-adapted material has been developed via Coop inhouse.
  • Recipes have been packaged together and we suggest weekly menus instead of dinner tips for the evening.
  • The purchases have been adapted to Sunday-Thursday because we can see that the concept generates greater interest and is most relevant to the target group then.


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SOCIAL MEDIA
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COPYRIGHT
© 2020 Maria Thulin