Lidl Latvia TikTok Launch

PROJECT OVERVIEW

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Challenge & Objectives

Lidl Latvia was the last major retailer without a TikTok account — and expectations were sky-high. Simply showing up wouldn't cut it in a space overloaded with branded content. The task was to launch with cultural relevance and make people care, quickly.

Our goals were clear:

• Launch the account with a viral bang
• Spark real-time TikTok conversation and cross-platform buzz
• Be picked up by the media organically
• Reach 10K followers in the first week

Strategic Insight

Latvians are hooked on drama — from reality shows to influencer gossip, they love following stories that evolve, surprise and spark debate.

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So instead of launching a typical brand campaign, we created something never-before-seen in the Baltics: A TikTok-native reality-style show built entirely for the platform, kicked off with a fake rave at Lidl that felt chaotic, real, and unbranded.

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Creative Idea

But HOW do you launch a show with a BOOM in a feed flooded with retail content?

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You break the algorithm. You build mystery. You don’t say it’s a show.You launch with a fake rave in Lidl — loud music, club lights, security, and chaos. And you let TikTok do what TikTok does best: speculate, investigate, and obsess.

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The rave was the hook. The show was the payoff.Together, they formed a 72-hour immersive story that allowed audiences to discover the campaign organically, piece by piece, just like a real viral mystery.

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Beyond the hype, the strategy was also designed to hijack the TikTok algorithm. By generating massive early engagement and search intent around Lidl, we set the tone for all future Lidl content driven by influencers to benefit from increased relevance, visibility, and momentum.

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Execution

Day 1 – Mystery Drop

• Loud music, flashing lights, and strange activity at night inside Lidl
• 4 ghost influencers posted differing POVs: security, drama, confusion, chaos
• Viewers started counting details across POVs to decode the story
• The TikTok search bar auto-filled “What is happening in Lidl?”
• UGC reaction content started flooding on TikTok, Instagram, and X in with speculation and theories
• Local media picked up the story
• Result: 1M views & 50K+ engagements in a single day

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Day 2  – The Build-Up

• Influencers shared new content from “inside” the show
• Followers were still piecing together the puzzle and counting POVs
• Result: 1.5M views & 50K more engagements

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Day 3 – The Reveal Teaser:

• The show teaser finally dropped — a dramatic, cinematic preview
• Overnight, the teaser gained 100K+ views, 6K new followers, and thousands of comments, shares, and duets
• The mystery became a full-blown TikTok event

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