Lidl’s “Skannattaa skannata” Campaign Hit the Mark – “Lidl Has Nailed the Perfect Tone for Jodel”
Lidl broke records on Jodel with its playful Skannattaa skannata campaign, which blended humor, user participation, and a tone perfectly tailored for the platform. In this blog post, we showcase one of the most delightful advertising campaigns in Jodel’s history.
In autumn, the supermarket chain Lidl promoted its Lidl Plus app on Jodel with the Skannattaa skannata campaign, which truly set the Jodel community buzzing. The first ad was a Boosted Post in the form of a poll that read:
“Scanning with Lidl Plus is skannattaa, but does it skannattaa to ask your ex’s brother out?”
The poll options: “Skannattaa” or “Ei skannata.”
Wordplay alert: Skannattaa is a made-up word combining skannata (to scan) with kannattaa (worth it / should). So skannattaa roughly means “worth scanning” – or playfully, “you should scan.” Lidl humorously stretched the word’s use to romantic decisions as well.
In just 24 hours, the campaign reached over 163,000 Jodel users, and the poll received 19,031 votes. The unique interaction rate was 21.43% – one of the highest in Jodel’s history. While comments weren’t enabled in this phase, users still responded organically with enthusiasm.
History Teacher Gets Jodlers Talking
In September, Lidl followed up with another Boosted Post – this time with comments enabled. The post read:
“Scanning with Lidl Plus is skannattaa, but is it skannattaa to ask out your former history teacher (the ex’s brother said no)?”
Did this provocative style, now with open comments, pay off? Jodel users responded loud and clear:
In short, the socks were flying off. One user summed it up:
“Liiteri, what the heck 😂”
(Liiteri is a common nickname for Lidl in Finland.)
That post alone reached 157,700+ users, was opened 20,578 times, and collected 2,180 upvotes – yet another record on Jodel.
“Finish the sentence…” – Lidl’s October Wordplay Continues
Lidl wasn’t done yet. In October, they launched another Boosted Post with the prompt:
“Finish the sentence…”
The sentence was continued 281 times, and over 24,000 users followed the responses.
What truly made the campaign shine were the brand replies by Lidl’s “OJ” (Original Jodler) – full of charm, playfulness, and a deep understanding of Jodel’s culture. When conversations took a gloomy turn, Lidl gently nudged the community:
“…but does it skannattaa to post anything here before coffee, folks?”
The upvotes on these comments showed just how well the tone resonated with users.
“I DO”
Later in the fall came the campaign’s grand finale:
“Scanning with Lidl Plus is skannattaa, but should we wrap up this campaign with a special offer? Drop at 9 AM in the comments.”
At exactly 9:00, Jodel users found a donut offer waiting for them. The result? A sweet interaction rate of 10.94%.
Users even shared their own illustrations:
One drawing showed Lidl and an animal mascot getting married with the text: “Today, Lidl and I are finally getting married ❤️” and a big bold “I DO.”
So – was it skannattaa for Lidl to go bold on Jodel?
Absolutely. In every way, it was totally skannattaa. 🧡