The microdrama business is expected to be worth $256bn by 2030, and while China still makes up 80% of the market, other countries are catching on fast. The short-form, soap-opera-style social media content has its origins in entertainment, but Waitrose caught on early to the marketing potential with with Wonderhood’s “Sweet Suspicions” Christmas campaign, and now Co-op has launched its own version.
Extending VCCP’s “pop to Co-op” campaign into microdramas, Carat UK and Platform Media have created a four-part series. Each film features comedian Jake Bhardwaj and (in keeping with the melodramatic tendencies of the genre) his increasingly high-stakes needs to get to a supermarket fast. The aim is to entertain, drive engagement and help embed the “pop to Co-op” phrase into everyday conversation.
@coopuk Every Pop to Co-op has a story… some are just more dramatic than others… ?? Episode 1 of our new Micro Drama is here. Follow @coopuk for more every week!
Kameshia Lewis, head of media excellence and comms planning at Co-op, said: “At a time when attention is the scarcest commodity, we knew we had to take a different approach. Rather than trying to outspend or outshout the competition, we focused on creating something our members and customers would actively choose to engage with. It’s a great example of how a connected media and content strategy can build awareness in today’s algorithm-driven world.”
Apple launched a microdrama in Mexico this month, called Nido de Valllanas (nest of female villians), following on from other US adopters including Procter & Gamble, Maybelline, Crocs and Marc Jacobs.
Ad agencies, despite their experience in creating short-form content, are often losing out to production companies when it comes to microdramas. It’s an opportunity they need to get on board with.
