Harry Styles x ALDI – When ‘Harry Styles’ shopped at Aldi….

Idea: 

Ahead of his comeback show at The Brits at the Co Op Live Arena in Manchester, Taylor Herring and McCann devised to put a lookalike Harry Styles in Aldi Ancoats, Manchester doing his weekly shop and looking for a Disco Ball Easter Egg​.

Execution:

McCann and Taylor Herring captured content on phones and seeded this out to social titan Made In Poor Taste and Harry Styles fan accounts on Thursday 26th February. Once the content started to go viral, Taylor Herring issued a media alert revealing that content of Harry Styles being spotted in an Aldi has gone viral​.

After generating mass coverage for Harry’s Aldi store sighting across both broadcast and social media, Taylor Herring decided to enter phase two of the campaign by strategically placing our lookalike outside the Co Op Arena, holding an Aldi bag, on the evening of Saturday 28th February, moments before The Brits began​

Results: 

This campaign drove high engagement across Aldi’s social media . By successfully actioning a reactive campaign, we got the nation talking about how Aldi can tap into pop culture moments and turn everyday shopping into a newsworthy event.​

Combined social results with McCann:

• 5.9M Impressions
• 108k engagements
• 1.8% Campaign ER