There are many marketing battlegrounds as brands skirmish for consumer attention in the run up to Christmas. A cornerstone of any campaign is Instagram, on which Aldi scored the most engagement per post on average, according to data from Instagram scheduling tool Hopper HQ.
As a cornerstone of social activity, Instagram is a platform where retailers can extend their campaigns in a visual manner, and Aldi reportedly trumped 15 competitors in this space between 8 to 15 December.
Aldi boasted 5.54% engagement and a 1.94% growth rate over the period. Below is its most liked post, which seeded its mascot soft toys.
Kevin and Katie ‘carrot’ live without each other! ❤️ Pick up these cuddly toys online and in store from 23rd November. A perfect stocking filler! What’s even better, you’ll also be supporting @Teenage_Cancer and helping Aldi raise £5 million over five years. #AmazingAldiChristmas #Aldi #Festive #AldiUK #ChristmasShopping #KevinandKatie #ChristmasPresent #KevintheCarrot #Toys #TeenageCancerTrust
A post shared by Aldi UK (@aldiuk) on
Following was John Lewis (3.92% engagement), Heathrow Airport (2.86%), Marks & Spencer (2.73%) and Debenhams (2.32%).
Mike Bandar, co-founder of Hopper HQ, said: “The results of our research and analysis are surprising, we fully expected brands that are known for their Christmas marketing campaigns, like John Lewis and Marks & Spencer, to come out on top. I think what the results do show is that just because a brand invests heavily in a Christmas campaign, it doesn’t mean that it’s going to be communicated and executed well over all marketing platforms.
“What we can take away from this research is that it’s not as simple as creating an emotive advert, campaigns must be tailored depending on the platform and knowing your audience and how to interact with them is key. Although Aldi may be a surprise winner when looking at their account it’s clear why they’ve won. They’ve taken a novel ‘mosaic layout’ approach to their account, really utilising the platforms different views, whilst incorporating their offline and in store campaign with carrot characters. A worthy and a great use of best practice.”
The research threw up some surprises as it claimed Asda actually lost followers during the window.