Lidl by Lidl – a play on the famous 90s Oasis song and the naming convention for branded capsule collections – this campaign encapsulated the joy and attitude of the 90s.
Think Britpop, anarchic TV, Tracey Emin and Jarvis Cocker on stage at the Brits. The campaign, full of "Big 90s Energy", centred around a fashion shoot and launched with a bang on Facebook, Instagram and Twitter.
A social-first campaign that centred around a fashion shoot in East London, as well as a full social campaign across Instagram, Meta and X including paid social, organic social and trade driving activity as well as print in Lidl's in-store catalogue. Drove huge volumes of press activity and went viral across all social channels leading to the collection selling out in just minutes.
SHORTLISTED for Best Social Community Building and Engagement AT THE WEBBYS
15.9M ORGANIC IMPRESSIONS | 17.6M PAID IMPRESSIONS | £303K EARNED MEDIA VALUE
