“Quality Textile in Lidl”
We have developed the “Quality Textile in Lidl” campaign to promote Lidl’s own textile brands with focus on optimal value for money and to change attitudes regarding supermarket textile shopping. A meaningful basis of the communication campaign is the prestigious international quality certificate from the German Hohenstein Institute, owner of the company’s textile products. We selected 6 popular and beloved influencers who are real fans and customers of Lidl, tempted by fashion and lifestyle, and are also lovers of smart shopping. Among them we included mothers with children in different age groups to promote baby and children’s textiles, where quality and safety of tissues is key. We created a 6-week campaign in two directions: first-hand familiarization with the quality of the textiles through a visit of two of the influencers on site at the Hohenstein Institute in Germany, from where they made a series of videos and posts; communication of each product category by different influencers, each category in accordance with the personal preferences and lifestyle of each influencer. We managed to achieve impressive results by reaching over 1 million people through the influencer’s channels.