One of the many wonderful things (from a brand perspective) about Twitter is that you can pull someone into a conversation they had no idea was going on, or just didn’t care about.
The brand that is copied in is compelled to respond, or risk looking dull or worse unable to think of a suitably pithy comeback (not good when you are the ‘creative’ digital agency). It’s a trick that Burger King have been using on McDonald’s for years.
So as part of a wonderfully aware 30th birthday celebration, Aldi trolled themselves with a series of #NoOneCares post. Because let’s be honest no one ever, EVER cares about a brand’s birthday or anniversary - except the brand.
They then followed this up with an inspired Twitter digital birthday party, offering an olive branch to their competitors (@Tesco, @Sainsbury’s, @Asda and they even invited @Lidl along) to celebrate with them. Knowing that each brand would have to respond, and get involved and offer something up to the party.
Their approach cleverly turned a post that would have reached their 400k+ followers, into a combined audience, of all the brands collectively, in the millions.
Plus the snowball effect meant that all manner of household brands wanted to get in on the virtual-party action, from @Lynx, @HMV, @Specsavers… ramping up the total reach even further.
Inspired social brand management at its best, doing what social platforms can do for brands when done well.
A simple, honest, wonderfully aware series of tweets, that indirectly made everyone care and everyone aware of @Aldi’s 30th birthday.