The Social Price Drop put consumers in control of the price. The mechanic was simple: the more you tweet, the more the price drops - with the new lower price rolling out across all 670 Lidl stores for one day only.

We worked with influencers to generate buzz, and created real time responses with rich gifs sent to individual participants. We built specialised Twitter conversational ads that created ready-made tweets for customers to send, making entry as seamless as possible for users. Additionally, our always-on approach means that we created a ‘war room’ for building and sending personalised content to hundreds of consumers.

With a focus on speed, the campaign creative was concepted, briefed to suppliers and developed within a month, and our agile processes enabled us to iterate as we went – the final creative assets for weeks 2, 3 and 4 were produced after the campaign was already live. This also enabled us to incorporate tongue-in-cheek references to other brand campaigns which had launched just days previously.

With the Social Price Drop, we proved that social media drives in-store sales, with all four key products more than doubling in year on year sales:

Lobster: 820% increase

Serrano ham: 106% increase

Stollen: 140% increase

Christmas pudding: 1580% increase

In addition, the campaign drove over 1 million engagements on social across all channels, generating a buzz for the retailer during the most important time of year for trading.

The campaign was heralded by the Telegraph, the Express and the Guardian as having contributed to Lidl’s most successful Christmas trading period ever, with overall sales up 10% year on year. Overall engagement and sales metrics totally exceeded benchmarks and client expectations:

14.8M Facebook impressions

10.5M Twitter impressions

1.1M engagements

40.6k sales of lobster

31 pieces of press coverage