The Campaign

Consumer Context Consumers aspire to enjoy more variety in premium, quality products and a desire to incorporate this into their everyday life. But shopping for international groceries is still expensive. While income has risen, Chinese people still have to work longer hours to afford quality. Compared to a New Yorker who just needs to work 3 days to afford an iPhone, Beijing residents have to spend 27 days at the office. Key Insight Consumers may thirst for the good life but they still can’t help but count their change when paying for it. Based on Kantar report, 9 in10 Chinese consumers research products before they buy. The Idea: Aldi, Handpicked For You Aldi’s quality experts have already done the hard work of figuring out the best products for you at the best value. All the research and hard work has been done to give you the handpicked best.

Creative Execution

Aldi launched its ecommerce site in the world’s most competitive environment, China. To succeed, it needed to create buzz and site traffic in the initial few weeks of its launch. The idea was to turn its quality food collections, into a fashion collection and showcase it to a handpicked audience of food and fashion bloggers, chefs, designers and journalists. Their respective social posts and PR write-ups created both traffic and sales. The event was also live streamed to allow a larger audience to participate and purchase immediately made possible with our TMALL partnership.

7.48 Million watched the show live. 5.15 Million interactions. 1.35 Billion impressions. 16 times the daily average of orders taken. Resulting in a sales increase of 128%.

Aldi transformed its first ever food inspired fashion collection into a live shopping event. By partnering with TMALL, China’s largest ecommerce site directly to our target where they could directly order to their doorsteps the food they saw in the first ever ‘food catwalk’. The event was also live streamed to allow a larger audience to participate and purchase immediately. Giveaway magnets handed out at the event allow consumers to shop anytime as it links directly to TMALL site.

Insights, Strategy and the Idea

Aldi the German retail Chain has entered China rather late in the game in the most most competitive market in the world. Aldi needed to generate buzz among key opinion leaders and the general consumers. We created the first ever food inspired fashion Show using Aldi’s products that have been transformed into wearable couture. We also live streamed it to a larger audience where they can also buy directly what they saw through Aldi’s TMALL (China’s largest ecommerce site) partnership. The event aimed to generate for Aldi the PR it needed for a successful launch.