HOW WE GOT THERE
Christmas is a key trading period for supermarkets, but a challenging one for Lidl as existing customers often trade up to more premium supermarkets. Lidl needed an opportunity to showcase its own premium offering, and show that it listens to customers and rewards them in return, while cutting through the saccharine Christmas competitor landscape.
What if people could control the price of key Lidl Christmas products, just by talking about them?
We created a socially-powered price-promotion campaign called the Lidl Social Price Drop that used social conversation data in order to drop the price of four key Christmas products in real time. So the more people tweeted, the more the price dropped!
Over four weeks, we announced the socially-driven price drops exclusively via social media. Year-on-year, our hero products saw an average of 800% increase in sales across 640 stores, and we even sold over 40,000 lobsters in one day. The campaign earned over 25 million impressions and 1 million engagements plus coverage in key news outlets such as The Daily Mirror, The Sun and The Telegraph. Also during the campaign, Lidl surpassed its fiercest competitor for the first time ever in total volume of social conversations. All of this made it Lidl’s most successful social campaign (and most successful Christmas) ever, with The Guardian crediting it as contributing to an overall 10% year on year increase in sales at Lidl for the festive period!