2. How could Coop endure that the influencers they choose were in accordance with the company objectives and values? Coop Lombardia, a cooperative of Coop Italia, a leading Italian large- scale grocery retailer with 1,167 points of sale and a turnover of around 12,000 million euros, collaborates with “the boys of Casa Surace.” Casa Surace is a factory founded in 2015 focused on the production of ironic videos with two million fans on the web, counting over 400 million viewers on Facebook and YouTube, collaborating as an influencer with important national and international brands, including Disney, Nutella, Samsung, Universal, Campari, and Western Union.

STEP 1 – Listening and analyzing social media conversations. Coop’s process of identifying and selecting influencers started with understanding and monitoring the local social media market and conversations considering numerous individuals across various social network sites in search of those coherent with the company’s communication objectives and values