Case Study

Lidl#LidlSuprises


A lot of customers are pleasantly surprised by the quality of Lidl’s products when they encounter them for the first time. So, Lidl used this to their advantage and teamed up with TBWA London to create the #LidlSurprises campaign. Running the campaign across TV, the ads featured genuine customers who had shown scepticism towards the brand but then quickly changed their mind when finding out more about Lidl and its products. 

Across social media, people started using the hashtag #LidlSurprises. Lidl then used these for billboard ads and posters in store, as they worked as genuine, influential testimonials from real customers loving their products. 

They also created a website dedicated solely to the campaign, where people could win recipes based around Lidl products by playing a slot machine game.

Results

  • Online conversation erupted – Lidl’s customers became its campaigners
  • People still use the #LidlSurprises hashtag today

BEHAVIOURAL ECONOMICS USED

Another use of the FRAMING bias whereby Lidl have openly shared scepticism in order to frame their products in a different way. Also by encouraging
people to share their stories with a hashtag on social media, they are leveraging the FOLLOWING THE HERD bias – people’s tendency to do what others are doing. 

Case Study

GoProAwards


Masters of user generated content, GoPro know exactly how to leverage it. The brand’s fans publish videos they’ve filmed with the products using the #GoPro hashtag. GoPro then buy the rights to the videos, spruce them up and use them as content, e.g.: their Instagram Photo of the Day.

The brand is constantly circulating wonderful user generated images and videos, which shows they’re making the most of their customers. And they also run contests and reward people by featuring them on their social media platforms.

Results

  • Net income more than doubled from 2010 to 2011 to $24.6 million
  • Only spent $50,000 more in marketing costs, according to Wall St. Daily
  • Did the same in 2013, making $28 million more in net income but upping marketing costs by only $41,000

BEHAVIOURAL ECONOMICS USED

This brand is using COMMITMENT – PERSONAL INVESTMENT bias to flatter their audience and build on their relationship. This bias suggests that the more committed we are as individuals in creating something, the better we feel about it.