How did we get Lidl to the top of attention?

🛒 Lidl Slovakia wanted to start communication on TikTok from scratch — with a clear goal of becoming the number one in the retail segment and building the brand into a Lovebrand for younger generations. It was not enough to just be present on the platform. It was necessary to understand how people really function on it. We helped realize this goal for the client of d&c.

💡 The basis of the communication was deep insights of the target group — how Gen Z buys, what they enjoy and what they immediately scroll next to. We built the content on humor and adaptation of current TikTok trends, not on classic brand language. The key decision was to involve actor Andrej Bičan — a face that naturally resonates across age groups and actively lives on TikTok, not just exists.

📊 The growth was consistent and measurable. From zero to 100,000 followers in 6 months, 200,000 in a year, and 300,000 in two years. It wasn't a random viral moment, but systematic growth built on content that works repeatedly.

🏆 Lidl has become one of the most followed retail accounts on Slovak TikTok. The brand has gone from being just a place to shop to becoming content that people actively search for, share and comment on.