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Aldi China launch

In 2017 Aldi decided to launch in China. As one of the largest retail brands with over 10,000 stores in 18 countries, this should have been an easy task. However, almost no one in China had ever heard of Aldi before. We created a multi-channel campaign that drove new and repeated purchases, and Aldi achieved over 1.7 billion brand impressions in only two months.

ALDI / CHINA / CONTENT / PRIMING STAGE / PURCHASE JOURNEY / RETAIL

THE CHALLENGE

The Chinese retail market had never been both so appealing but challenging. Consumers were spending more but were not very brand loyal. In 2017 Aldi decided to launch in China. As one of the largest retail brands with over 10,000 stores in 18 countries, this should have been an easy task. However, almost no one in China had ever heard of Aldi before. We had to find a way to ensure that Aldi could open up the market quickly and gain consumers' attention in an otherwise super-crowded space.

OUR SOLUTION

We created a multi-channel campaign that drove new and repeated purchases. We live-streamed a fashion show on Tmall and Youku, used 'see now, buy now' technology and installed interactive gaming OOH sits in metro stations. We also used programmatic retargeting to make sure that consumers took notice.

DELIVERING RESULTS

Within two months, Aldi had achieved over 1.7 billion brand impressions, seen 7 million visitors head to their website, and the Baidu index increased significantly. 

China was ready to invite Aldi to the table.


BILLION
brand impressions in 2 months
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