The business was previously handled by Dentsu X; the supermarket worked with AAR on the pitch process following a decision to appoint a new agency that could provide multichannel support.
The We Are Social team will be led by business director Kelly Cross and account director Richard Burgess. The agency’s remit will see them defining Lidl’s overarching social media and community management communications strategy, handling all influencer marketing activity and working with Lidl’s roster of agencies on key campaigns, including Karmarama on advertising, Starcom media buying, and OMD UK media planning.
We Are Social will also be responsible for developing all ongoing social media content for Lidl’s own social media channels.
Lidl GB marketing director Claire Farrant said: “We were impressed with We Are Social throughout the pitch process. They have a proven track record in delivering world class social media and influencer marketing campaigns and demonstrated strategic understanding of our business and the food retail sector.”
The agency’s clients include Adidas, Google, HSBC, Vodafone, Audi, Dr Martens, Virgin Holidays and Virgin Atlantic.
UK CEO Jim Coleman commented: “Lidl is a disruptive challenger brand and we’re thrilled to be partnering with them. Lidl truly understands how social media can positively impact its business and that first-class customer service on social media is essential to building valuable and lasting relationships with customers. We’re really excited to be helping them in the next stage of their impressive growth journey.”