Lidl's Twitter campaign #luxuryforeveryone failed due to its success
Posted: Thu May 29, 2025 5:28 am
They will start to focus their communication more on their intrinsic motivation (Why) instead of just promotional advertising around their products. The magic word here is of course authenticity. That sounds like an easy marketing trick now. And if they don't change their behavior, it will stay that way. But okay, that's not the issue of this article.
A nice example that clearly shows that “do good” campaigns can quickly create a high level of involvement was of course the Twitter campaign of Lidl in Belgium this week around the hashtag #luxuryforeveryone. The campaign was (unexpectedly?!) so successful that it was stopped after 24 hours.
Lidl #Luxuryforeveryone
7. Organizations are being restructured
Organizations are currently still very functionally structured, as it were, in pillars. Structures, cultures,list to data processes and internal infrastructures are geared to this. However, in a growing socially engaged society, in which consumers are the marketers and (reputations of) brands can make or break based on experiences they have, all activities of an organization contribute to the reputation and image of the brand.
Service is the new sales: marketing focused on positive experiences
Marketing is therefore no longer something of just one department, but moves right through the organization. Marketing is no longer about telling beautiful stories, but about social strategies where everything and everyone in an organization is focused on generating positive experiences. Positive experiences that then provide positive stories by consumers that will ultimately determine the (social) brand value of an organization or brand.
Culture and infrastructure and communication structures aimed at knowledge sharing
sharing knowledgeIn line with this, a clear shift in internal infrastructure and communication structures can also be expected. Internal communication must be set up for organization-wide knowledge sharing. Independent of functional areas or departments, but based on the idea that everyone within the organization contributes to creating new and positive experiences.
And of course, new communication structures alone are not enough, the culture will also have to change into a culture in which knowledge sharing is truly central. Only companies that understand that knowledge sharing must be central are innovative enough to ensure that fans and customers experience them positively on an ongoing basis. And we have already seen that this is the key to success.
8. Social media manager & community manager become the right and left hand of the CEO
There is one common thread that connects the above seven trends, the development of social companies under the influence of social changes. In a social company, in contrast to a market company, it is not sales, turnover and profit maximization that are leading, but the extent to which the results contribute to the intrinsic motivation of the organization. An intrinsic motivation that is focused on things like 'believing in' and 'doing good'.
In these organizations, the CFO and CMO are no longer the people who support the CEO with advice and action in the quest for more money, but the SMM (social media manager) and CM (community manager) in their quest for the optimization of the social brand value. Because it is the social brand value that will determine the success of organizations in 2013 and the years after.
I am of course very curious about which social (media) trends you expect for next year!
A nice example that clearly shows that “do good” campaigns can quickly create a high level of involvement was of course the Twitter campaign of Lidl in Belgium this week around the hashtag #luxuryforeveryone. The campaign was (unexpectedly?!) so successful that it was stopped after 24 hours.
Lidl #Luxuryforeveryone
7. Organizations are being restructured
Organizations are currently still very functionally structured, as it were, in pillars. Structures, cultures,list to data processes and internal infrastructures are geared to this. However, in a growing socially engaged society, in which consumers are the marketers and (reputations of) brands can make or break based on experiences they have, all activities of an organization contribute to the reputation and image of the brand.
Service is the new sales: marketing focused on positive experiences
Marketing is therefore no longer something of just one department, but moves right through the organization. Marketing is no longer about telling beautiful stories, but about social strategies where everything and everyone in an organization is focused on generating positive experiences. Positive experiences that then provide positive stories by consumers that will ultimately determine the (social) brand value of an organization or brand.
Culture and infrastructure and communication structures aimed at knowledge sharing
sharing knowledgeIn line with this, a clear shift in internal infrastructure and communication structures can also be expected. Internal communication must be set up for organization-wide knowledge sharing. Independent of functional areas or departments, but based on the idea that everyone within the organization contributes to creating new and positive experiences.
And of course, new communication structures alone are not enough, the culture will also have to change into a culture in which knowledge sharing is truly central. Only companies that understand that knowledge sharing must be central are innovative enough to ensure that fans and customers experience them positively on an ongoing basis. And we have already seen that this is the key to success.
8. Social media manager & community manager become the right and left hand of the CEO
There is one common thread that connects the above seven trends, the development of social companies under the influence of social changes. In a social company, in contrast to a market company, it is not sales, turnover and profit maximization that are leading, but the extent to which the results contribute to the intrinsic motivation of the organization. An intrinsic motivation that is focused on things like 'believing in' and 'doing good'.
In these organizations, the CFO and CMO are no longer the people who support the CEO with advice and action in the quest for more money, but the SMM (social media manager) and CM (community manager) in their quest for the optimization of the social brand value. Because it is the social brand value that will determine the success of organizations in 2013 and the years after.
I am of course very curious about which social (media) trends you expect for next year!