Aldi: #FREECUTHBERT

Aldi, a supermarket, launched a campaign in the UK to grow its reach on owned social channels.

Objectives

Management challenge: ALDI saw social as a channel where risk was managed, instead of an opportunity to drive the brand and business positively.

Aldi's social channels didn't have critical mass and, worse still, they were hardly growing. Consequently, Aldi was getting left behind in conversations with the harder to reach, 'light' TV viewing consumers, particularly younger/pre-family, making the brand feel uncomfortably less modern and relevant than rivals.

Aldi's objectives were NOT Sales or ROI, they were:

  1. To grow the reach of Aldi's social channels
  2. Particularly outside of Facebook, which had an older profile and 1.9 million followers, representing two...

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