The Co-op hits social gold with Aldi UK 30th birthday content
At the end of last week, Aldi UK celebrated its 30th birthday on social media. And it was epic.
The German discounter launched in Great Britain on 5th April 1990, when it opened its first store in Stechford, Birmingham.
To mark 30 years in the UK and as part of its ‘no one cares that it’s our 30th birthday’ campaign, Aldi hit Twitter to have some fun at the expense of various retailers, including John Lewis, Tesco and Sainsbury’s.
The Co-op wasn’t invited to the party. But, rather than sobbing gently in a corner somewhere, it viewed the snub as a great content opportunity.
It says that the above tweet drove 3.5 million organic impressions, 270k organic engagements and a 74% increase in conversation volume.
The convenience retailer also created its second most successful TikTok post with 42K organic views.
“Our amazing social response team managed the subsequent conversation and their tone and humour drove continued positive sentiment and engagement,” Catherine Storey, Lead Social Manager at Co-op, said in a LinkedIn post.
“Trust your social media team to know their audience and know an opportunity, and great things happen. Don’t force all content to relate back to brand messages. If your other marketing is working well your audience will do that for you, which we saw a lot of,” she added.
