The idea was that the new claim of ALDI SÜD, "Gutes für Alle" (something good for everybody), should be promoted and positively charged in the young target group. Correspondingly, a viral TikTok, Instagram, and YouTube video series was produced to create a high buzz within Gen Z while simultaneously taking a stance. Additionally, ALDI SÜD as a brand in general should be strengthened, profiling, and relevance in the U40 target group, increased in the long-term. As part of the campaign tracking by Appinio, brand KPIs such as brand awareness, shopping site selection, shopping frequency, likability, and perception of the claim were to be increased.

The media setup was derived from the campaign structure "series" and the campaign objectives, thus defining the runtime and playout over a 5-day period. Additionally, the budget, platforms, assets, and runtimes influenced the setup to ensure excellent performance of each asset.

In nine episodes, we follow the creator Wadik and his chaotic team as they give the new campaign their own distinct face, while subtly commenting on the major themes of our consumer society today.

Uncommissioned by ALDI SÜD, Wadik and his low-budget production studio shoot a commercial campaign. Their vision: to create the best purpose spot ever made. After all, Wadik is the greatest director who has never made a film. "And that's exactly why Wadik has the perfect and most authentic team to portray just that. Production manager Aleyna: a young Muslim woman. She has the real plan.

Sound engineer Sven. The epitome of a German, and a really mean guy.

Cinematographer Murat: with a subtle dealer attitude, but an authority when it comes to the topic of "taking a stand."

Make-up artist Chrystal: trans*woman who is the team's good soul

Renate: an old woman as a feel-good-manager

The social stunt focused on publicizing the new claim "Gutes für Alle" ("Something good for everyone") in the young U40 target group with regard to the overriding objectives. The selection of channels and targeting was based on the target group. For the social stunt, ALDI SÜD, as a democratizer and enabler of the good life, aimed to distribute the campaign via TikTok, Instagram, and YouTube, targeting users within the ALDI SÜD area. In media planning and budget allocation across all channels, the benchmark was the target group penetration to anchor the message in the minds and hearts of users. Additionally, with the TikTok auction and TopFeed placement, ALDI SÜD focused on a permanent and holistic perception of all nine episodes of the social stunt "Alle Alle."

The focus of the social stunt 'Alle Alle' was a playout via the social channels TikTok, Instagram, and YouTube. All episodes were played across the channels to achieve the broadest possible distribution with a high target group penetration. A combined campaign setup of reach and video views maximized the reach and increased the content awareness for the new ALDI SÜD claim 'Gutes für Alle' ('Something good for everyone') in the young U40 target group. Over the course of the social stunt, targeted distribution across all nine episodes continuously increased users' attention. Furthermore, surprise elements in individual episodes ensured strong playout across all channels. Thanks to a predefined playout cycle, it was possible to achieve a viral moment for the episodes - 1 million users were reached in just 30 minutes.

The campaign can be considered successful based on the quantitative and qualitative channel performance data. The very high video view rates, engagement, and positive sentiment show the great interest of users in the campaign as well as in the brand. With distribution on TikTok, Instagram, and YouTube, we generated more than 85 million views within the campaign period of only five days, as well as a strong >80% average view duration on YouTube. Together with more than 3.1 million interactions on TikTok, Instagram, and YouTube, as well as a very good engagement rate of 3.4%, we were able to further reinforce our claim and prove that purpose marketing works with ease and at eye level. The target group penetration is at 83%. Additionally 11k new followers were generated in the short campaign period. 70% of respondents who noticed the campaign state that ALDI SÜD takes a stance on social issues.