Heated dressing gowns, food processors and fish fingers were among the topics that garnered the most interactions on retailer social-media accounts in the first quarter of 2022, according to the latest Social Supermarkets report from ESM: European Supermarket Magazine, in association with Emplifi.
A witty response from Aldi UK to the launch of a 'heated dressing gown' by the discounter – with the retailer remarking 'Anyone calling it a housecoat gets a lifetime ban from Aldi' – saw the discounter earn 52,647 interactions on Facebook, the best performing Facebook post by a European retailer in the first quarter.
In addition, a ‘solidarity with Ukraine’ campaign from Germany’s Edeka earned it 40,622 interactions on Facebook, while a Kaufland campaign asking shoppers to name their ideal accompaniment to fish fingers earned the retailer 37,553 interactions.
Looking To Go Viral
"As Aldi has shown in this quarter, humour can go a long way when it comes to retailers seeking to 'go viral' through social media," says Stephen Wynne-Jones, editor, ESM: European Supermarket Magazine. "Shoppers that interact with retailer social media channels expect brands to echo their mindset on certain matters, while also bringing an element of playfulness into the equation."
The Social Supermarkets report examines the social media performance of top supermarkets and hypermarkets in France, Germany, Italy, Spain and the UK, in the first quarter of 2022. The full report is published in the latest edition of ESM: European Supermarket Magazine.
Part Of The Marketing Mix
"A strong social media presence is a must in any modern supermarket's marketing mix. It helps brands build relationships with their customers, it gives them a more relatable face and it also helps boost sales," said Zarnaz Arlia, CMO at Emplifi. "By communicating their brand voice and story via social media, supermarkets can build a loyal and engaged fan base."
Elsewhere, Lidl España had the top-performing retailer post on Instagram during the quarter, as a competition to win one of six Monsieur Cuisine food processors earned it 107,458 interactions.
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In second and third place was Carrefour España, with a competition to win an air fryer (56,223 interactions) and a chance to win a Swiss Home Menorca kitchen range (54,513 interactions), respectively.
The full report can be found in ESM May/June 2022, which can be found here.