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FMCG
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January 10, 2026

ETİ Supermarket Growth Campaign

A data-driven supermarket recovery campaign designed to win back low-share retail locations, increase purchase intent by +3.2%, and drive a +120% uplift in store visits through AI-powered audience intelligence and measurable footfall attribution.

Challenge

ETİ aimed to regain market share in selected supermarket chains where brand performance was under-indexing. The objective was not only to increase visibility, but to:

  • Identify supermarket shoppers who were not choosing ETİ
  • Understand their actual product consumption behavior
  • Re-engage them with personalized messaging
  • Prove measurable impact on both brand preference and store traffic

The campaign needed to connect audience intelligence, creative personalization, and physical retail performance within a single measurable framework

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Strategy & Approach

Black [C] designed a multi-layered activation powered by:

  • Polygonal geo-fencing around 15+ supermarket chains
  • AI-supported behavioral surveys to profile real shoppers
  • Identification of “Non-ETİ” consumers
  • Micro-segmentation by product category (Cake, Biscuit, Chocolate, Other)
  • Dynamic creative delivery aligned to individual consumption patterns
  • Final redirection to Migros stores for measurable footfall tracking

The campaign integrated Azira’s location intelligence and LoopMe Purchaseloop behavioral modeling to ensure precise targeting and measurable incrementality  

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Solution & Activation

Users who did not prefer ETİ were segmented based on their consumption habits and served customized creative sets aligned with their preferred product categories.

Execution Highlights:

  • 4.1M+ video views
  • 3.15M video completions
  • 75% VCR
  • 65,760 clicks
  • 1.5% CTR (after segment-based creative optimization)  

Segment-driven personalization significantly improved engagement and performance efficiency.

Brand Lift Results (LoopMe BLS)

The campaign delivered measurable brand impact:

  • Purchase Intent Uplift: +3.2%
    • Control: 46.7%
    • Exposed: 48.2%
  • 7.8K affected users
  • Control Group Quality: 99/100

Results clearly demonstrated that the campaign did not only generate awareness — it increased ETİ’s purchase preference among supermarket shoppers  

Footfall & Sales Impact

Location-based measurement revealed strong offline impact:

  • +120% Visit Lift
  • 6,750 Incremental Visits
  • 4.6M Measured Impressions
  • 1.31% Footfall Rate

Among exposed users, 13 out of every 1,000 visited a Migros location after ad exposure, effectively doubling the likelihood of store visitation  

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Key Learnings

  • Supermarket chain–level data is the most powerful conversion lever.
  • Product-category micro-segmentation significantly increases uplift.
  • Personalized creatives that “reflect the consumer” drive stronger CTR and behavioral response.
  • Brand recovery campaigns can generate measurable retail impact when paired with location attribution.
  • Store redirection mechanics directly influence sales behavior, not just awareness.

This campaign demonstrates Black [C]’s capability in:

  • Advanced data integration (Azira)
  • Behavioral AI modeling (LoopMe Purchaseloop)
  • Segment-based creative optimization
  • Multi-metric measurement (Brand Lift + Footfall)

In underperforming supermarket chains, we:

  • Increased purchase intent (+3.2%)
  • Doubled store visitation likelihood (+120%)
  • Generated scalable, segment-driven growth

This was not a visibility campaign.

It was a data-powered retail transformation project.

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At Black C, every case study is more than a campaign recap — it is a controlled experiment where data science, technology, and real-world behavior converge.
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We don’t plan media on assumptions, but on measurement.We don’t define audiences by proxies, but by verified signals.And we don’t measure success through vanity metrics, but through real business impact.
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Our mission is clear: move advertising beyond intuition and transform it into a measurable, accountable, and performance-driven discipline.
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