The Objective
ALDI Nord is Germany’s favourite discount supermarket chain, renowned for getting its customers the best deals on the products they love – and for being a true innovator in its space. In fact, it has a history in innovative marketing campaigns that use hip hop music to pull in huge audiences. This brand is current, cool and knows its customers. So, when ALDI Nord needed to reach a mass market of young digital natives to promote its national price-focused campaign, it came to TikTok, the innovative social app this audience calls home.
The Solution
To achieve this goal, ALDI Nord ran a Branded Hashtag Challenge – an ad format designed to achieve mass exposure, deep engagement and strong organic presence by creating branded viral moments. For this campaign, ALDI Nord collaborated with ALDI SUD to remix and transform popular hip hop track "Ice, Ice Baby" by Vanilla Ice into "Preis, Preis Baby." ALDI Nord then used this bespoke music track as the foundation for its dance challenge #FeaturingALDI, which asked users to show off their dance moves.
ALDI Nord used eight popular German TikTok Creators to kickstart the challenge, demonstrating its unique dance routine to a combined following of 2.3 million followers. The TikTok community responded in the thousands, submitting their own versions of the dance – all of which were housed on one central "challenge page," which also contained a description and external link. Two additional ad formats also drove users to the challenge page, bought in a bundle with the Hashtag Challenge: TopView Lite (Brand Takeover), which takes over the entire screen upon app opening, and a One Day Max In-Feed Ad, guaranteeing a short, sharp burst of high exposure.
The TikTok community loves to dance and so, by basing the creative challenge on an already existing trend, the concept was set-up for success. By using Creators to launch the campaign, ALDI Nord guaranteed high exposure from the very start, while ensuring that its additional ads popped in the feed with eye-catching visual effects and neon colours set to the catchy remix.
The Results
The campaign was a resounding success, driving a whopping 200+ million video views and 168,000 entries in total – metrics that smashed their benchmarks. The campaign also generated an impressive 12.92% engagement rate, as users danced their hearts out, eager to show how well they could master the moves, while getting excited for ALDI Nord’s national price-focused campaign.
