LIDL — ALWAYS ON
LIDL — ALWAYS ON
TURNING CUSTOMERS INTO FANS
With an always-on strategy on TikTok and Instagram, built around three pillars (Feel, Taste & Share), we lean into relatable creators, native storytelling and warm, unfiltered on-handle social content. This positions Lidl’s social channels as the place where you feel at home: raw, honest and genuine.
SOME IMPACTFUL FACTS:
TIKTOK
We grew from 92.7K to 118.1K followers on TikTok between March and September 2026, gaining 25.4K followers.
We grew from 234.9K to 253K followers on Instagram between March and September 2026, gaining 18.1K followers.
VIRAL
Our April Fools' campaign went viral and generated 8.96M organic views, 1.2M engagements (13.4% engagement rate), €279K in PR value (ROI 1:61.2), and €75K in media value across 23 earned clippings.
OUR APPROACH:
Our strategy rests on three content pillars: FEEL (emotion & brand), TASTE (product & food appeal), and SHARE (social behavior & virality). On TikTok, Lidl is Gen Z's best friend: spontaneous and a culture insider. On Instagram, Lidl is the trusted family place where generations come together. Besides our on-handle social posts, we work with a pool of core ambassadors per pillar, prioritizing native, unfiltered content over campaign-style broadcasting. Paid social then amplifies every post through a fixed distribution structure focused on engagement and follower growth.
“With Lidl’s social channels, we create a sense of coming home. On TikTok, it feels like chatting with your bestie; on Instagram, like sitting around the dinner table with your fam.”