The challenge given by CIM in The Pitch competition was to tailor a campaign to educate about plastic and help reduce Lidl customers' consumption, while keeping them informed about their commitment to reduce Lidl plastic use in their packaging by 20% by 2022. You will find here the presentation my colleagues and I created as part of this collaborative project. The situation analysis gives an insight of what is at stake in this challenge, shaped as a SWOT analysis. Then the objectives of our campaign come into play in a realistic and straightforward manner. Our strategy comprises the creation of a logo, which will be further explained below. The tactics are explained following a Paid Owned Earned framework and are then developed in a seamless way to support the strategy and reach our objectives, measured in the measurements' section. A GANTT chart is also provided, as well as the proof that the campaign is under the budget set. Finally, a summary has been made. You will find the comments recorded over each slide by clicking on the button "i".
The ‘plastic free bet, LCF will get’ team is happy to present you our integrated marketing campaign for Lidl’s 20% reduction in its own label packaging by 2022.
In our situation analysis we first identified that… STRENGTHS After a successful repositioning in 2017, Lidl owns a strong market share of 5,9%, settling it as the 7th grocery retailer in the UK with 760 stores supplying around 3.9 million customers (Hammett, 2019) This repositioning on quality yet affordability enables consistent sustainability-led campaigns as part of the Circular Motion strategy and Lidl ensures a control over this plastic transition by owning a private label WEAKNESSES Pointing out that Lidl’s current communications on its environmental concerns and sustainability need enhancement, the message has to be strengthened to challenge the misconception that reduced price means lower responsibility (CIM, 2019) To do so, the message will not only have to reach Lidl primary customers but crucially the 3/4 of their customers that use Lidl as a secondary retailer for their grocery shopping (Mintel, 2018) THREATS In the dynamic of a macro trend, every grocery retailer will voice their incentives towards sustainability, and Lidl could be underheard among for example (Kantar, 2019): Tesco (27% market share) who will remove one billion plastic use by 2020, Morrisons (10%) who recently increased its single use plastic bag of 5p and will sell a 20p paper carrier bag while making all its packaging recyclable by 2025. Finally Aldi (8%), Lidl’s closest competitor in the UK, aims at 100% of all its own label packaging to be recyclable, reusable or compostable by 2022 The faster paced of its competitors’ incentives could make Lidl being underestimated OPPORTUNITIES Finally we are stressing the need to: educate grocery shoppers as 61% of them would like to be clarified about the materials used in packaging and encourage them by showing the result of their actions as 67% are more appealed by this kind of approach (Mintel, 2018) We are also given the opportunity to create a malleable and broad enough strategy to communicate the plastic free commitment as well as future ones until at least 2030 (Lidl, 2019) Finally tangible media should be used to appeal to the 55+ segment. And the faster paced lifestyles of the 2 youngest ones offer the opportunity to communicate through on-the-go platforms like social media. In fact, 72% of users base their purchase decisions on Instagram content (Retail Touchpoints, 2019)
Then our objectives would be to: Ensure that 80% of Lidl consumers are aware of its environmental concerns and sustainability initiatives by 2022, And encourage 50% of Lidl primary consumers to reduce their plastic use by 2022
Inspired by Lidl slogan our strategy ‘Lidl on Act, Big on Impact’ sets the tone towards an accessible change at customers’ scale, supported and rewarded by Lidl. With a foot-in-the door technique (Solomon, 2013), Lidl will inspire their customers to gradually adjust their habits by first complying to a small yet realistic and achievable request with an environmental impact bigger than expected, that Lidl will work on proving.
The tactics applied to the strategy “Lidl on act, Big on impact” will be divided in 3 categories to shape a final jigsaw puzzle informing and educating all segments: => The PAID tactics: will start with the leaflets available both in-store and online. Made to inform and educate on how to handle a more sustainable consumption, specific themes will be developed every month, for example how to recycle, avoid food waste, reuse etc. as well as challenges to reach Podcasts will undertake the same approach as the leaflet to appeal to on-the-go customers Finally in-store coupons will be distributed to consumers in the same place as the leaflets. Once the coupon is completed with a certain amount of Lidl plastic free products’ purchases, customers will be rewarded with an organic cotton tote bag. => Then, OWNED tactics Will be seen in-store by adding on the plastic free packaging a recognizable label, designed to help customers in their decision making On the website a new tab “Big on impact” will be created and act as the linchpin of the campaign. It will regroup the current and previous leaflets and podcasts while explaining the sake of this education as well as the importance of following it up. Most prominently, the website will display a simulator, designed to show consumers their impact on the environment, animals and humans… after buying plastic free products thanks to their coupons’ stamps. Social media (Instagram, Facebook, Twitter and My Lidl Community) will come into play to support and promote the actions mentioned previously, as well as the newsletter which will act as a reminder. The way they are supporting these latter will be explained shortly => The third category of the tactics is EARNED: A meaningful bound between the customers and the company in this crucial step result in an engagement with the hashtag, likes, reposts, shares, comments and questions on social media, as well as the use of the QR code displayed on the leaflet and coupons.
INTEGRATED MARKETING COMMUNICATIONS PLAN
All the tactics previously mentioned are part of an integrated marketing communications plan following a seamless path: Starting from the coupons and leaflet available in-store, the QR code will send customers straight to the new tab page on the website Described earlier as a linchpin, the website will enable a direct access to social media through links and account names as well as the #BigonImpact. By exploring this tab, consumers will be able to multi-screen and have all the links needed for on-the-go consumption of these tactics The social media is meant to support consumption in-store by promoting the plastic free products label.
GANTT CHART AND BUDGET FOR 2020-2021
The budget will reach a total amount of £436,580 (less than four hundred and forty thousand pounds) over 2020 and 2021, comprising of the paid tactics developed earlier: The podcast will cost £50,000 (fifty thousand pounds) The recycled leaflets £208,080 (two hundred eight thousand and eighty pounds) The recycled coupons £58,500 (fifty-eight thousand and five hundred pounds) And the organic cotton tote bags £120,000 (a hundred and twenty thousand pounds) All tactics are spread on a regular basis and switch between online and offline activities while following each other in a logical order to better appeal to all segments: The new website tab will be launched first simultaneously with the tote bags and coupons, which will be renewed twice over the year to be available in-store over 2 years. The newsletter announces the new theme of each month, available in the meantime and all month long in the leaflets in-store and online. This will then be further promoted the second week in one post on every social media platform For the message to be continuous during the month, the podcast will be posted in the final week each month
Keeping in mind that the first objective was to retain 80% of Lidl’s consumers attention on Lidl environmental concerns and sustainability initiatives by 2022, the effectiveness of the campaign will be measured through: Firstly the website by analysing the click-density of the new tab, the use frequency of the simulator, the visits of the online leaflet, and finally the bounce rate of the QR code following the leaflet and coupons distribution Secondly, social media will give an understanding of Lidl customers’ engagement around the topic by examining the amount of followers gained, the use frequency of the hashtag, number of likes, comments or reposts The second objective aimed at encouraging 50% of Lidl primary consumers, that is to say 500 000, to reduce their plastic use by 2022. The KPIs used would give an idea of the amount of people changing their consumption habits all along and post campaign, being: The amount of coupons completed, tote bags and leaflets distributed, and the amount of ‘Big on Impact’ labelled products bought.
This slide is a brief summary of what has been discussed during this presentation.
In final words, ‘The plastic free bet, LCF will get’ team thanks you for your time and attention.
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