Emotional Visual Storytelling for TOUS and LIDL Marketing

Posted on Jan 26, 2026 in Marketing

TOUS — Emotional Visual Storytelling

TOUS – Main keyword: “Emotional visual storytelling.” TOUS uses a multi-format digital marketing strategy to build an emotional and premium brand image.

Imagery

Imagery. TOUS relies on high-quality visuals because jewellery must be seen in detail. Examples:

  • Instagram: materials and colours of rings, necklaces and bracelets.
  • Landing pages: clean, consistent images that allow product comparison.
  • Display ads / remarketing banners: static images reminding users of items they viewed.

Benefits: Attracts attention instantly, creates aspiration, builds awareness.

Video

Video. Video adds movement, emotion and storytelling. Examples:

  • TikTok and Reels: jewellery being worn, styled in outfits, or in natural light.
  • Campaign clips and behind-the-scenes videos: reinforce brand storytelling.
  • Video ads (Meta / YouTube): showcase new collections dynamically.

Benefits: Increases engagement, helps customers visualise products.

Written copy

Written copy. Written content adds emotional meaning and practical details. Examples:

  • Instagram captions: focus on love, celebration, and gifting.
  • Email marketing: short, persuasive messages about new arrivals or special promotions.
  • Landing pages: product descriptions including materials and care instructions.

Benefits: Supports consideration with clear explanations and drives conversion by providing reasons to buy.

Customer journey

Customer journey. TOUS uses different content formats for each stage:

  • Awareness: Instagram posts and TikTok videos attract attention.
  • Consideration: Videos and captions explain usage and benefits.
  • Purchase: Landing pages and email provide clear information and persuasive copy.
  • Loyalty: Email marketing and social content maintain engagement post-purchase.

LIDL — Value-Focused Practical Content

LIDL – Main keyword: “Value-focused practical content.” LIDL focuses on price, freshness and everyday convenience.

Imagery

Imagery. Visual content highlights products and offers quickly. Examples:

  • Instagram: bright images showing weekly deals, fresh products and seasonal offers.
  • Landing pages: product visuals to clearly present offers.
  • Display ads: static banners communicating discounts quickly.

Benefits: Supports awareness by delivering instant information.

Video

Video. Video demonstrates practical use of products. Examples:

  • TikTok and Reels: short recipe videos, cooking hacks, product demos.
  • Video ads: highlight seasonal promotions and new product ranges.

Benefits: Higher engagement and encourages conversion.

Written copy

Written copy. Copy is direct, simple, and focused on value. Examples:

  • Instagram captions: highlight weekly deals and discounts.
  • Email newsletters: catalogues, promotions, recipes.
  • Blog posts: step-by-step instructions for cooking with LIDL products.

Benefits: Supports consideration by providing details and drives conversion with clear calls-to-action and focus on savings.

Customer journey

Customer journey. LIDL uses content formats strategically:

  • Awareness: TikTok and Reels videos, Instagram posts showcase products and offers.
  • Consideration: Recipes, blog posts.
  • Purchase: Landing pages, emails, and display ads encourage buying.
  • Loyalty: Emails, newsletters and social content maintain engagement after purchase.

SEO and Paid Ads: TOUS and LIDL

TOUS improves visibility through strong SEO and paid ads, optimising product pages with jewellery keywords and running Google Ads and Shopping campaigns for fast exposure.

1) TOUS Gold Vermeil Necklace

Main keyword: “gold necklace TOUS”

  • SEO: Optimised titles, descriptions, long-tail keywords like “TOUS gold necklace for women”, alt text and structured data.
  • Paid Ads: Search Ads (“TOUS Gold Necklace – Official Shop”) + Shopping Ads showing image and price.

2) TOUS Engagement Ring

Main keyword: “TOUS engagement ring”

  • SEO: Detailed materials, certifications, symbolic meaning; blog content like “how to choose an engagement ring”.
  • Paid Ads: Search Ads (“Engagement Rings – TOUS Official”) + remarketing reminding users of viewed rings.

3) TOUS Silver Bear Bracelet

Main keyword: “TOUS silver bracelet”

  • SEO: Clean URL, product specs (silver purity), care instructions; “silver bracelet for women” long-tail terms.
  • Paid Ads: Shopping Ads showing price + image; Search Ads (“Silver Bear Bracelet – TOUS”).

LIDL boosts visibility using value-focused SEO and paid ads, optimising weekly offers, recipes and product pages, supported by Search, Shopping and Local Ads.

1) Fresh Strawberries (Weekly Offer)

Main keyword: “fresh strawberries LIDL”

  • SEO: Offer page optimised with price and origin; long-tail queries like “cheap strawberries near me”.
  • Paid Ads: Search Ads (“Fresh Strawberries – LIDL Offer”) + Local Ads to nearest store.

2) LIDL Air Fryer

Main keyword: “LIDL air fryer”

  • SEO: Product descriptions with features, capacity, and linked recipes; fast-loading page.
  • Paid Ads: Search Ads (“Affordable LIDL Air Fryer”) + Shopping Ads highlighting price.