Spaggulatius
for ALDI Nord
In Germany, the early start of sales of Christmas products such as speculoos and dominoes during the summer is the subject of controversy. Critics find it “fAr tOo eArLy” and “disgusting”, while others LOVE it. This cultural dilemma was addressed with a fitting campaign on social media, created in collaboration with creator and number one rapper Ski Aggu.
Aggu is known for his fusion of winter and summer elements, which made the campaign particularly authentic.
The case in a nutshell
Our strategy was to get Aggu’s community to persuade ALDI Nord to produce his new music video for the upcoming song “Gensehaut” by using his very own channels and language.
This approach transformed the campaign into an authentic collaboration between him, his fans and ALDI, making it an ideal fit on social media rather than a contrived brand cooperation.
An authentic teaser in the artist’s voice announces an upcoming track. The only line he uses for this in his channels is a statement for the ALDI brand.
In the second step, he communicates publicly with our brand asking to support the creation of a music video – as a thank you for featuring our brand.
After the cooperation was approved under the eyes of his followers, he created further assets with our products in focus and releases the music video.
For me, this campaign is 11/10. Everyone in my circle of friends knows it.
– A guy on LinkedIn I agree with
From TikTok to the charts
The track, which began as a brand collaboration, ends up as a real Ski Aggu song on the #1 album “Denk mal drüber nach”, which immediately conquers the top of the charts.
