Lidl Poland makes its TikTok debut – with impact, humor, and a solid plan.
On the Polish TikTok there are already a lot of business profiles in the store segment: Rossmann, Kaufland, Żabka, Biedronka... And they all involved large communities.
However, there is another large store brand that did not have a profile on TikTok, a platform that brings together about 14 million users and consumers. This brand is LIDL POLSKA.
The premise was simple — Lidl is meant to be authentic, recognisable and fun — but without pretending to be someone it isn't. Therefore, the right cast was crucial: Marta Zgutczyńska (previously known for her competition parodies), Miłosz Muzioł and culinary creators WszamTo and Coocharz, who brought content value and trust to the community. All in the spirit of TikTok Friendly Video Production — naturally, during store hours, without artificial scenography or plastic perfectionism.
At the same time, we wanted to build buzz around the launch — hence the idea for “Lidl Week on TikTok”, culminating in the Lidl Hunt contest. Users, solving rebuses in our videos, were able to find hidden rewards in specific store locations. In all this, the icing on the cake was the collaboration with ŁatwoGang — an icon of the Polish TikTok, which added humor and viral reach to the whole.
The official launch of the profile is scheduled for Saturday - August 3. However, two days earlier, a teaser saw the light of day, in which we unravel the hem of the mystery that something big will happen next Saturday.
As promised, we did. On August 3, we published a reveal, where we showed Marta's “transfer” to Lidl.
It was also the day of the announcement of Lidl Week on TikTok with the LIDL HUNT contest announced by Latwogang. Within 7 days, every day there was material on @LidlPolska's profile. At the end of each of them, Latwogang showed a rebus that indicated the location of the hidden prize. Thanks to this, users watched our materials to the end! In this way they got to know what the Lidl Polska profile will be. And then they ran to Lidl to look for prizes.
But this is not the end. Probably the first on the Polish TikTok (at least people from TikTok do not know other such cases) we used Custom Audience made up of users who interacted with Lidl's profile (observation, like, comment, share) on the first day of its operation, to launch a retargeting campaign conducted only on TikTok and visible only to them. In the ad, we provided a unique discount code for viral protein ice cream, which our committed users could enter into the LIDL PLUS app and redeem in the store for a period of one week. We had 20,000 such codes to give away on TikTok. ALL OF THEM WERE REALIZED!
And industry recognition in competitions: TikTok Ad Awards 2024 and Kreatura 2024.
