Campaign: The First 24 Hours Facebook Live MarathonBrand: LidlClient: Lidl RomâniaSubmitted by: Jazz Communication
Background/objectives:To properly celebrate its community when hitting the 2 million Facebook fans milestone, Lidl needed to create a unique experience for it, that would overthrow the engagement benchmark created by the posts about special offers. The main mission was to engage with Lidl’s community in a never-seen-before way, creating a campaign that would be tailor-made for Facebook, the key channel for the campaign.KEY OBJECTIVE: Create the biggest engagement ever on Lidl’s Facebook Page
Strategy:THE IDEA: LIDL PRESENTS THE 24HOURS FACEBOOK LIVE CELEBRATION MARATHON.Celebrate the Lidl fan base using a winning combination on Facebook: quality entertainment, dedicated video-content and, most importantly, GOING LIVE for 24 hours.THE CREATIVE EXECUTION: THE 2.000.000+ DEPARTMENTTo celebrate Lidl’s community in the most special way, we created a new department that would activate under the roof of the actual Lidl offices. The 2.000.000+ Department would only operate one day, so it would have just 24H to accomplish its objectives:• 24 Live sessions, 1 for every hour• 24 challenges for the fans, 1 for every live session• 24 prizes, 1 for every challenge
Results:The first 24hours LIVE celebration marathon ever made by a brand in Romania that generated the biggest organic reach and the biggest engagement ever achieved on Lidl's Facebook page, in only 1 day: over 1 million organic views and almost 40.000 interactions (reactions, comments, shares). The fans took the conversation outside the fan page as well, with over 11.000 organic post shares, achieving 7 times more shared posts than during the entire previous month.