After launching their ‘no one cares it’s our 30th birthday campaign’, Aldi took to twitter to celebrate with their competitors.
Poking fun at the competition is something many brands do on Twitter (especially if you’re Wendy’s), however the Aldi approach is an effective way to build your reach by engaging with your competitors.
Let’s face it, it’s hard to be ‘corporate and funny’ on social media. At Socially Powerful, we offer and specialise in social media community management services so we think it’s important to highlight the top brands that have a strong sense of community and social media management.
Lots of corporate social media come across as insincere, but given the current state of the world combined with the reality that selling food isn’t that serious, the Aldi birthday party no one was supposed to care about turned out to be an effective approach to social media community management.
Aldi described the party, “a virtual open house like Fyre Festival – with better good and less of a Lord of the Flies vibe…” Aldi also extended an invitation to Tesco, Sainsbury’s, Iceland, John Lewis and more.
The German grocer proved that building a community on social media with your competitors is a perfect strategy to reach new audiences.
The open digital invitation had everyone RSVPing, including HMV, Lynx and Waitrose…
Aldi’s birthday party is the perfect example of how community management in 2020 should look, less about selling and more about building genuine engagement.
Not to mention Aldi has lots to celebrate after sales boomed throughout the course of lockdown, the discounted retailer is expected to open 100 new stores throughout 2020 and 2021 alongside over 100 upgrades to current stores under its Project Fresh initiative.
Should more brands take the Aldi approach to social media community management?
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