With competition between supermarket retailers more intense than ever, finding a way to cut through the noise and increase brand uplift and to drive footfall is always a challenge. For Aldi, Immediate’s high volume of target consumers – particularly mums – created the opportunity for a targeted approach and the creation of genuinely useful content.
Imagine built Saving Summer, a mobile-first content hub that could be downloaded onto a users’ smartphone home screen and automatically updated in line with seasonal in-store promotions and product launches.
The PWA hosted 11 articles, written to help families get the best of the summer months, and seeded at tactical moments in line with the retailer’s product launches. Topics included advice on making the best packed lunches, holding your own backyard festival and thank-you gift tips for teachers. All were created in close collaboration with Immediate’s editorial teams and had relevant Aldi products deeply integrated into the content.
We also put Aldi’s school uniform through its paces with a MadeForMums product test, held a sponsored discussion on the site, and built a suite of targeted traffic drivers and social posts sending traffic to the hub.