Lidl Sweden

Lidl Micromarket

How we turned skeptics into brand lovers by taking sampling to a new level.

Campaign / Brand engagement / Activation / Influencer marketing / Strategy

Background 

After 15 years on the Swedish market, Lidl is becoming an increasingly successful player, opening well-attended stores all over the country. Those who have discovered the German store chain are extremely enthusiastic about their new friend in everyday life. At the same time, others still question Lidl and the promise of being high on quality and low on price as well as Lidl’s own brands, who in Sweden are unheard of.   

Opportunity 

As a result of this, you are either a true fan of Lidl who wants to share your discovery with others or a die-hard sceptic not willing to even enter a store. In this polarized market, an opportunity revealed itself. By making opposites meet, we could convince more people to try out Lidl’s offer. The Lidl community was key in this. 

Solution

With Lidl Micromarket, we engaged the most enthusiastic fans and provided them with everything needed to open up their own miniature Lidl shop at home. From fresh food and beverages to branded clothing, store signs and a Spotify-soundtrack with genuine sounds from a Lidl store. In turn, the chosen fans signed up to invite their most sceptical friends to come and taste the world of Lidl in a memorable, fun and welcoming way. They were also encouraged to film and share their events online, to further spread the gospel of Lidl. Which they did, using the hashtag #lidlmicromarket.  

Result

Lidl Micromarket turned out a highly effective campaign, turning existing customers into ambassadors and sceptics into new fans. All this by word of mouth, the most treasured way of marketing. The Lidl Micromarket campaign also made the brand come alive off- and online in a way that aligned with the overall message in Sweden: “Making Sweden a Lidl better.”