The birth of the next royal baby was an opportunity too good to miss for Lidl (@LidlGB) to launch its new baby range, Lupilu, in the UK.
As excitement and expectation about the royal arrival grew, @LidlGB took to Twitter to share its own new arrival with parents of young and newborn children.
Starcom worked with Twitter to develop a bespoke content sponsorship campaign to meet @LidlGB objective of raising mass awareness of its new range of quality and affordable baby products.
By partnering with online news channel On Demand News (@ODN), who gave live royal baby updates throughout the day, @LidlGB could sync the announcement of its Lupilu launch with the globally relevant event of a new royal birth.
@LidlGB created a branded pre-roll to sit in front of @ODN highlights, piquing the interest of audiences with engaging creative, and putting Lupilu at the forefront of the online conversation. With each content release from @ODN, Starcom selected the most relevant pre-roll to drive awareness of Lupilu.