Objectives:
Lidl approached Campus Media to help then build a graduate program and attract top talent from target Universities.
Strategy:
· Campus Media created and delivered an experiential marketing campaign at 30 different universities across the United Kingdom, with 47 events being executed in total.
· The Lidl graduates and Campus Media student brand ambassadors engaged their peers at career fairs and welcome week events to promote the Lidl careers opportunities and hand out free chocolate!
· To maximise exposure of the tour, the on-campus activity was complemented by digital promotion, including social chatter, flyering & postering, email marketing campaigning and ambient marketing across campus.
Results:
Despite the competition from hundreds of other graduate scheme providers, striving to get the biggest share of the student conversation during the High Fliers period, this campaign tour exceeded expectations. It resulted in:
· Lidl jumping up to position 13 in The Times Top 100 Graduate Employer ranking.
· More than 3,000 students playing the Lidl memory-busting game.
· The social seeding activity, which included 270 Facebook posts and 164 Tweets, had an outstanding reach of 3,255,436 alone.