The challenge

Give challenger brand Lidl a unique personality online.

THE AUDIENCE INSIGHT

Lidl shoppers feel like they do things differently. So naturally Lidl’s tone of voice and behaviour online needed to reflect that. When all the other supermarkets were being nice, Lidl had the opportunity to be witty.

The execution

We’ve been producing daily content for Lidl that continually reinforces the witty, standout tone of voice.

THE RESULTS

The tone of voice has helped increase audience size by over 800%, elevate Lidl to ‘most positively discussed supermarket’ on Twitter, oh, and has won a few awards along the way for good measure.

 
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‘The excellence of this campaign has been to apply it to a brand that has previously not attempted to deploy humour and with such impressive and drastically improved results. Whereas the increased share of voice and reduction in social media negative sentiment don’t necessarily link directly to footfall in stores or increased sales revenue, they are beneficial to Lidl and should be applauded,’ said the judges. ‘The speed at which the company and its agency reacted after the One Direction split is particularly impressive – not just from a social media perspective but joined up with in-store pricing.’
— http://www.corpcommsmagazine.co.uk/awards/digi/winning-entries/3869-winner-best-use-of-humour-in-social-media
 
 

Awards

 
 

BEST USE OF TWITTER 2015

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BEST USE OF COMEDY 2015

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GRAND PRIX 2015

 
 
 
 

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