Our Platforms
Since our target group comprises the two generational cohorts of Millennials and Gen Z, which are the generations that use social media platforms the most, we decided to focus on social media marketing as it is the best way to reach our target.Â
In fact, 78% of Gen Z use social media to encounter new brands and 76% use social networks to interact with organizations. Regarding Millennials, 75% also like to engage with companies through social networks. Â
Social media plays an important role in our campaign as it helps us not only to create a general awareness and capture attention but also to encourage people to share their ideas on sustainable food consumption and inspire even more people. Moreover, we might connect people that want to make a change and interact with them through comments and direct messages.
During our research, we found out that the preferred social media platforms of Millennials are Facebook, Instagram, and YouTube, while Gen Z prefers Instagram, TikTok, Snapchat, and YouTube.Â
Since both generations spend a lot of time on Instagram and YouTube, we decided to mainly use those two channels to reach both groups at once. In addition to that, we want to use Facebook and TikTok for more adapted marketing to respectively one of the generations.
Since Instagram is with 1 billion users per month the second most used social network and one of the favored social media sites of both of our target groups we will focus on this social media application.Â
As a matter of fact, Instagram marketing already helped more than 83% of its users to discover a new product or service and in this way also companies to reach a higher brand awareness. Likewise, we can create a higher awareness of our cause by using image posts with some informative captions and motivation to eat more sustainably as well as Reels and IGTV to visualize our cause and the possible solution even better.Â
Additionally, we would propose to Lidl to make use of Influencer marketing to increase awareness of their collaboration with our partner Too Good To Go which helps our target group to consume more environmentally friendly.
YouTube
The video platform YouTube is already used by more than 50% of marketers to promote their products and services as there are more than 2 billion active users worldwide and also our target audience spends a lot of time watching YouTube videos.Â
Therefore, we are also planning to use YouTube as one of our main platforms by uploading expert interviews, event videos, and documentaries related to our cause. Furthermore, YouTube could be used to post hauls of Too Good To Go magic bags showing our audience what they can get by using this service at Lidl.Â
In addition to that, Lidl might again use YouTube for paid advertisements in form of in-stream ads and video discovery ads.Â
All of this is beneficial as both of our target groups, especially Gen Z, prefer advertisements in the form of video content.
Facebook as the largest social media platform allows us to connect with our target group of Millennials through photo and video posts to catch our target’s attention, Facebook text posts to start a conversation and get feedback as well as linked content posts to refer to our partner Too Good To Go.Â
Since more than 2.8 billion people use Facebook every month we can reach a huge number of people all at once. Besides using a Facebook account to post various content is for free, so we can advertise our cause marketing campaign without any costs.Â
Moreover, we can use our main campaign post as a pinned post at the start of our Facebook page.
TikTok
TikTok is especially useful to address our younger audience since 60% of its users are between 10 and 29 years old. Here we can appeal to our target with short video clips related to our cause. In addition to that, we might create a #Challenge to create higher awareness and attention to sustainable food consumption. Moreover, we can reach a higher engagement since TikTok’s engagement rate is with 9.38% for accounts with 1,000 followers higher than on Instagram for example.
