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Campanie
JM
Lidl is a world renown discounter and one of the largest chain stores in Europe. In Romania, the retailer delivers its promise - the best quality at the best prices - through ”You deserve to be surprised" communication platform. In April 2018, Lidl reached 2.000.000+ fans on Lidl’s local Facebook page, the largest number of fans among all discounter retail brands in Romania. So, we decided to walk the talk, and once again turn the brand promise into a big surprise for our fans: a 24 hours Facebook Live Celebration. Launch date (day.month.year): 30.03.2018 End date (day.month.year): 17.04.2018
General Information:
Strategy:
Strategy: OBJECTIVES Lidl’s Facebook page is one the most popular page with one of the most active communities built around a brand, in Romania. Naturally, the most active fans are also our store's customers. Therefore, most of the interactions and questions are related to our offers and products. No surprise. Through this campaign we wanted to create a new engagement benchmark by offering our fans a different & surprising kind of content: - brand building & brand likeability : find an entertaining and disruptive way to communicate this milestone, while consolidating our position as a trend setter in social media communication; - engagement: overcome the biggest numbers of comments and interactions ever achieved: likes, reactions, comments, shares & clicks; - visibility: drive organic reach to take the conversation outside the FB page as well. PLANNING The biggest share of our audience on Facebook was in the 18-34 y.o. range and it was one of our key objectives to maintain this proportion, plus to attract more Young Families in our community, on long term. Therefore in building the campaign we started from young adults’ affinities regarding social media consumption: - 2 of the key reason reasons of young adults in surfing on social media is relaxation & inspiration; - top 2 watched types of videos watched on FB are related to FUN/jokes/pranks (60%) & ENTERTAIN-MENT/music/contests (53%); (source: Starcom – Consumer Report 2017 & Romanian Online Video Consumption 2017)
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