The power of cooperation: Cera’s growth & engagement strategy

Growing together: Cera’s strategy to expand & diversify

Cera, Belgium’s leading cooperative, thrives on the strength of its shareholders. While traditionally catering to an older audience, Cera saw an opportunity to grow in multiple ways: by retaining its existing base, expanding its reach, diversifying its community, and attracting younger shareholders. Their mission? To strengthen the cooperative’s impact and ensure long-term sustainability by reaching 400,000 shareholders by the end of 2024.

Strength in cooperation
This mission wasn’t just about increasing numbers – It was about strengthening the sense of cooperation that lies at the heart of Cera. With limited brand awareness, particularly in Wallonia, and a financial product that required thoughtful explanation, the challenge called for a joint effort. And we were up for the challenge. By blending offline expertise with strategic online campaigns, we partnered with Cera to craft a comprehensive plan that seamlessly aligned with their cooperative ethos and successfully attracted new shareholders.

Nurturing growth, one step at a time
Together, we established three key objectives:

1. Enhance brand visibility across relevant target audiences.
2. Drive new shareholders to broaden the cooperative’s reach.
3. Deepen engagement with existing shareholders to strengthen loyalty and advocacy.

Cera’s unique story became the foundation of every campaign, emphasizing its deep connection with KBC and its commitment to societal impact. While showcasing support for over 700 impactful projects annually, we also highlighted the tangible benefits of becoming a shareholder, from exclusive advantages to financial returns. This approach positioned Cera as more than just a financial product: It became a smart and purposeful choice for those looking to contribute to a better society while enjoying valuable benefits.

We tailored our approach to address the unique needs of shareholders and prospects. The strategy was brought to life through two complementary seasonal campaigns:

• Spring campaign: Incentivising new shareholders with targeted messaging.
• Autumn campaign: Strengthening the sense of community by encouraging existing shareholders to bring in new ones, highlighting the shared benefits and collective impact of being part of Cera’s cooperative.

Execution in action

• Tailored strategies: In Wallonia, we focused on low-hanging fruit, while campaigns in Flanders also expanded awareness and reach.
• Data-led optimisation: Quarterly analysis of campaign performance ensured continuous refinement and alignment with audience needs.
• Blended channels: Digital and offline tactics were seamlessly integrated, ensuring a cohesive and engaging experience.

‍Harvesting results together
By May 2024, Cera achieved its ambitious goal of 400,000 shareholders, supported by an impressive 18% year-over-year increase in conversion rates. The cooperative also saw a significant increase in younger shareholders, securing its vitality for the future. This collaboration shows the power of a cooperative approach – not just in the message but in how we work together.

Whether you aim to grow your reach, deepen engagement, or inspire loyalty, we’re here to help you build meaningful connections and lasting impact. Let’s create something extraordinary together.

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