For the first time, @LidlGB wanted to launch its Christmas ad on a digital channel rather than on TV. Eager to generate mass awareness and plenty of ‘in the moment’ conversation, @Starcom_UK saw Twitter as the ideal platform to launch the ad and stand out in a crowded field.
According to Sarah Hecks, Head of Editorial, @wearesocial: “With a combination of smart community management and savvy Twitter formats, we created a huge peak in conversation for Lidl’s Christmas ad, driving real cut-through in this notoriously tricky marketing period.”
@LidlGB wanted to launch the ‘A Christmas You Can Believe In’ campaign as strongly as possible to a broad audience of likely Christmas grocery shoppers, including those interested in rival supermarkets.
To achieve this, the phased campaign harnessed a number of powerful Twitter tools to build buzz and engage consumers.
Among these was a Like to Remind Tweet to tee up the campaign. This teaser Tweet included a short video clip featuring deliberately misleading creative. This suggested the full Christmas ad would be sweet and wholesome, in line with tradition for the genre, rather than an amusing parody.
To ensure the ad reached the widest possible audience on Twitter in the UK on launch day, @LidlGB showcased it in premium positions in the app and on the timeline, using both First View and Promoted Trend Spotlight. It also used a custom emoji featuring a robin from the ad.
Melody Meacher-Jones, Senior Social Media Consultant, @LidlGB, stressed the importance of Twitter’s Takeover products in driving the success of the campaign:
“Christmas is a vital time for us, and as such it is important that we launch with maximum impact and efficiency. Twitter gave us the chance to cut through the noise of a busy period with their takeover products, and to effectively deliver our key messages to our audience. The opportunity to build anticipation within our loyal customer base with heart to remind was an added bonus, alongside the exceptional reach among our wider target audience,” she said.