Lidl Bakery Gold Card
Twitter trending on Blue Monday with £ZERO media spend
Lidl wanted to engage their audience on Blue Monday, and increase positive sentiment towards the brand. Not easy with every other brand in the world dropping their own <Insert colour here>
Idea: The Lidl Bakery Gold Card
Rather than just telling our audience to “cheer up”, we decided to do something that would actually cheer them up - and few things make the Lidl followers happier than free bakery stash... for an entire year.
Bye #BlueMonday 🌊 We’re giving one lucky Lidler the chance to win A FREE BAKERY TREAT EVERY DAY FOR A YEAR! 🥐— @LidlGB (@LidlGB) January 20, 2020
To enter, reply with your favourite Lidl Bakery item and retweet to be in with a chance of owning the #LidlBakeryGoldCard - worth £365! T&Cs: https://t.co/3iSK3RXijw pic.twitter.com/6UbRMminzl
Headlines across the UK
And most importantly - brand love
We knew the prize alone would drive huge engagement, but the client wanted positive sentiment (measured simply by positive comments), and knowing how passionate the audience were about the Lidl bakery, the competition mechanic was simple: comment with your favourite Lidl bakery item.
The sweet sweet stats
As well as the headlines and Twitter trend, the campaign saw 4 million impressions, over 20,000 entries, 135,000 engagements, and perhaps most importantly, a delicious 80% positive sentiment.