How Being the Pirates of Social Media Sustained Serious Commercial Growth
Summary: Traditional media were the big guns in Aldi’s battle to recruit new shoppers. Yet the pre-family life-stage remained elusive, preferring social to TV. They weren’t on social waiting to be ‘sold’ to either – they wanted to be entertained! So, Aldi embraced the role of ‘Entertaining Disruptor’, acting like the ‘Pirates’ of social media. This approach resulted in an ‘Armada’ of campaigns, becoming ever more disruptive, growing engagement +91.23%, increasing pre-family audience penetration +7.4%, and ultimately produced a net profit of £42 million, and +66.2% increase in ROMI. Treasure ahoy!
A daring social strategy engaged hard-to-reach audience, significantly growing a new cohort of younger shoppers.
Lead Agency(s): McCann Manchester
Client Aldi UK Ltd.
Effie Award(s): Gold
