TCC || Empowering Young People at school with Lidl

Cases

Empowering Young Talents: Lidl Poland's Community Triumph

Boosting Community Engagement for Lidl Poland with an Innovative Loyalty Campaign

Lidl Poland, in collaboration with TCC Global, launched the "Szkoły Pełne Talentów" (English: “Schools Full of Talents”) campaign to support local schools and nurture young talents.

This initiative encouraged customers to collect vouchers with their purchases, which could be donated to schools and redeemed for valuable educational resources, such as books, lab equipment, and sports gear. By participating, shoppers helped create a richer learning environment, fostering student development in various fields.

Engaging with the youth community as part of the campaign The campaign not only strengthened community bonds and enhanced Lidl's brand loyalty but also featured famous football player Robert Lewandowski as the campaign endorser, adding significant visibility and appeal.

This initiative showcased Lidl’s commitment to social responsibility and investment in the future of local communities.

A group of people, including children and adults, some holding

Highly Rated by Shoppers and School Communities

The "Szkoły Pełne Talentów" campaign was met with overwhelming approval from both shoppers and school communities. An impressive 97% of participating schools and 83% of shoppers rated the campaign positively, reflecting the significant impact and appreciation for the initiative. Furthermore, the campaign's success has inspired enthusiasm for future participation, with 95% of the schools expressing their desire to be involved in the next edition. This strong endorsement highlights the campaign’s effectiveness in fostering community spirit, enhancing educational resources, and reinforcing the positive relationship between Lidl and its customers.

Two Successful Campaigns Yield Remarkable Results

Following the completion of two highly successful "Szkoły Pełne Talentów" campaigns, the impact on local communities has been extraordinary. Schools across Poland redeemed an astounding 65,000 rewards, translating into a wealth of new educational resources. These rewards have significantly enriched the learning environments, providing students with enhanced opportunities to explore, learn, and grow. The campaigns have not only supplied schools with much-needed equipment but have also fostered a sense of unity and collective achievement within the communities. Parents, students, and educators have all experienced the positive effects, with strengthened community ties and a shared commitment to supporting education. These campaigns have underscored Lidl’s dedication to making a lasting difference, inspiring hope, and enthusiasm for future initiatives.

A billboard in front of the PGE Narodowy stadium in Warsaw promotes a Lidl TCC community campaign, featuring several smiling young people including Robert Lewandowski and Anna Lewandowska

The capabilities we demonstrated with this work

We work alongside you to develop the unique reward, retail partner, and campaigns which grow your brand and business, without cannibalising your other channels.

Community Engagement

Leveraged local schools' networks, including children, parents, and teachers, to drive participation and loyalty. By engaging these key stakeholders, we fostered a sense of community and collective effort, encouraging widespread involvement and support for the campaign.

Loyalty Campaign Design

Developed a easy-to-use points-based system where shoppers could earn points with their purchases, which were then contributed to meet local schools' needs. This innovative approach not only incentivized regular shopping but also directly linked consumer behavior to tangible benefits for their community schools.

Digital Integration

Utilized a state-of-the-art digital platform that allowed participants to easily track their contributions and the campaign’s progress. This integration enhanced the user experience by providing real-time updates and personalized feedback, boosting engagement and ensuring transparency throughout the campaign.

Multi-channel marketing campaigns

Created and executed compelling multi-channel marketing campaigns to raise awareness and drive participation rates. Our strategy included a blend of traditional media, social media, and in-store touchpoints, ensuring a wide reach and consistent messaging across all touchpoints.

Stakeholder Collaboration

Collaborated with a diverse group of stakeholders, including schools, campaign endorsers, and educational experts, to maximize the campaign's impact and reach. This collaboration helped to enhance the campaign’s credibility and appeal, attracting more participants and generating greater support.

Positive campaign response

Achieved remarkable approval ratings, with 97% of participating schools and 83% of shoppers rating the campaign positively. This overwhelming positive response highlighted the campaign's success in meeting its objectives and resonating with the target audience.

Results, KPIs, Impact

Tailor-made campaigns underpinned by more than 30 years experience.

50 million

Vouchers donated to schools over the 2 editions of the campaign

95%

Participating schools would like to take part in next edition

44%

Polish schools took part in the campaigns

INSIGHTS

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Our campaigns are emotionally engaging, rich in storytelling, and action inspiring.