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This is Lidl's secret formula to create community from humor, according to its social media head

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May 12, 2025
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Daniel Pla, responsible for social networks, content and marketing of Lidl Spainwas in charge of closing our event Next Conversion 2025 With a presentation that combined inspiration, humor and real cases On how Lidl has been able to adapt to the codes of each social network to build a faithful and participatory community.

Pla began recalling that, despite the growing professionalization of digital marketing, there is still the wrong idea that managing social networks is a simple task and stressed that it is not currently just published, but about emotionally connecting with the audience. In the case of Lidl, that connection has gone far beyond the functional: the brand has managed to transform its Hard Discount's image to Lovemark, as he described. And in that connection, Humor He has played a very important role in Lidl's strategy:

«Humor is a powerful tool to connect and generate a more memorable experience. Poquito launched some products with small claims that really liked the community a lot at the time they launched. Oysters, when you get that capacity, when you get that connection, The user does not only remember the joke, he also remembers the product. He also remembers, therefore, that this product will be for sale on for five days, within three, within two, ”Daniel explained.

Daniel Pla, during Next Conversion 2025Daniel Pla, during Next Conversion 2025

Among the most emblematic examples Daniel contributed on how they have managed to connect with their community was The phenomenon of sneakers with the corporate colors launched in 2019, That not only were they exhausted in a matter of hours, but were relieved by hundreds and even thousands of euros. This phenomenon confirmed something key: The audience is proud to identify with the brand, And that pride is no accident, but The result of a well -executed content strategy.

Three content pillars: coherence, customization and creativity

In addition, PLAs three strategic pillars that support the Lidl content strategy:

Coherence: All publications must have a unified and recognizable narrative. Users should know that behind each content is Lidl, without ambiguities.
Creativity: It is the ingredient that gives life to the content. But not creativity for creativity, but one that aligns with the brand's own style.
Personalization: Each platform has its language and audience. What works on Tiktok does not work for Instagram or x (before Twitter). Lidl adapts each message to the corresponding channel, fleeing generic or merely commercial approaches.

In any case, Daniel made Special Mention to Xthe social network in which their humorous publications began to highlight: «It is a very complicated platform, where we have managed to have our personality, have our humor, be consistent, be creative, customize it and we really have a community that feels super hooked to our memes. We can have better or worse results. We can have better or worse jokes. But the reality is that we have a personality to which we are faithful and that it really allows us to have very, very incredible, very high results for what this platform is ».

To operate these three pillars transversely, Pla explained that they have found a “backbone”: Didactic humor. A tone that plays with Word games, jokes related to products and references close to the consumer. According to Daniel, this type of humor not only differentiates Lidl from competition, but also generates organic amplification (it is one of the most shared contents) and facilitates the understanding of key messages such as prices or releases.

Of course, this strategy requires rigorous control so that humor does not play a bad pass to the brand: Daniel explained that they carefully supervise that all creatives respect their red lines and avoid polarizing issues before published.

Of the social listening to sold out: success cases

Pla shared several examples of campaigns that were born directly from active listening on social networks:

Lidl heels

A joke publication for the day of the Holy Innocents in 2021 became a reality in 2022 after an avalanche of positive reactions. The product was developed from zero by popular request and sold out in less than two days. There were even large sizes on demand from the male public, demonstrating a clear connection and response capacity.

The Lidl cart

One of the latest symbolic actions. A functional, sustainable and perfectly aligned product with brand values. The cart came with customizable stickers such as “Lidl Rocks” or “You Yes Molas”, reinforcing the identity of the consumer as an active part of the Lidl fans community.

These cases show how Lidl has achieved something exceptional: moving the conversation into social networks to the real development of products, turning their community into a cooker.

Image: Lidl

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