The Drum Awards Festival - Official Deadline

-d -h -min -sec

The Drum Awards Awards Case Studies Social Media Case Studies

Can you still get social media buzzing without spend? Aldi managed it


By Awards Analyst, writer

December 7, 2022 | 3 min read

McCann Manchester won in the Best Social Stunt category at The Drum’s Social Media Awards in 2022 for its work with Aldi. Here we find out what went into the project.


Aldi wins in the Best Social Stunt category / Aldi

Bank holidays are often filled with offers, promotions and noise in every corner of the internet. With this in mind, Aldi knew it would be hard to be heard in the conversation.

The idea

Using its well-loved Twitter account, Aldi put out a call for someone to cover the shift for the day while the team went and partied in the bank holiday sunshine. Who wants to be tweeting when the countries got the day off?

Hear what the winners had to say about their award-winning work above.

The results

Over forty brands got involved. From household names like Polo, Heinz and Dominos to Twitter giants like Specsavers, KFC and Innocent. Even some of the supermarket's biggest competitors too. Social admins everywhere wanted a bit of the action.

In fact, it worked so well Aldi kept it going, gaining 5.1m impressions and 140k engagements over the course of the week. Then, when Monday rolled around, all the team had to do was turn on their out-of-office notice and let the big brands take over the feed.

Without spending a penny or doing any work at all, McCann Manchester successfully got everyone talking about Aldi and even got some to do their job for them.

This campaign was a winner at The Drum Awards for Social Media 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.

The Drum Awards Awards Case Studies Social Media Case Studies

More from The Drum Awards

View all


Industry insights

View all
Add your own content +