Domestos – Success in Stock Clearance with Smart Targeting and Sales Boost
This campaign was executed in the Hapeloğlu supermarket chain located in Rize, utilizing modern advertising technologies and location-based targeting to clear stock and boost sales. The campaign strategy was designed by BLACK C Media and supported by digital targeting tools through the Azira platform. The main objective of the campaign was to rapidly reach the right consumers in Hapeloğlu supermarkets and increase sales while clearing stock. By leveraging Azira’s advanced geo-targeting and data-driven analysis, these goals were met. As a result, the campaign achieved a 1081% increase in revenue and a 1365% increase in sales volume.
Background
The primary challenge of this promotional campaign was to efficiently clear stock in a short period within the local supermarket chain. The target audience, specifically Female Housekeepers (FHK), included both past store visitors (historical FHK) and those in real-time proximity (real-time FHK). The objective was to quickly increase sales using digital targeting within the set budget. BLACK C Media successfully addressed this challenge by implementing a digital strategy that reached the right audience efficiently.
Strategy & Creative Approach:
Strategy & Creative Approach: Domestos built its campaign strategy on three main pillars: digital targeting, location-based footfall analysis, and effective promotion management.
Targeting: Throughout the campaign, digital ads were delivered to the target audience using advanced targeting tools. Geo-targeting via the Azira platform enabled precise engagement with consumers who had previously visited the store, those near the store at the time, and individuals who visited similar local supermarkets. This ensured promotional messages were delivered to the right consumers at the right time. The campaign achieved 577,978 impressions, with daily click-through rates ranging between 3.59% and 4.56%.
Footfall Analysis: Footfall data provided by Azira played a key role in evaluating the campaign's effectiveness. During the campaign, 236,495 people viewed the ads, with 3,955 individuals directed to the store, resulting in a 1.672% footfall rate. When compared to the 1.168% footfall rate of the control group that did not see the ads, the campaign achieved a 143.151 Attribution Lift Index. This indicated a 43% increase in store traffic, surpassing the industry average of 27%.
Execution
In strategically targeted locations, using Azira technology, advertisements w∂ßere effectively displayed to Vodafone Turkey users and potential customers.
Target Audience: The campaign focused on an upper-middle income group, wealthy individuals, and professionals—a demographic that frequently travels for business or vacation and requires uninterrupted network connectivity, even when abroad.
Black C stood out in the campaign with its location-based targeting technologies and data analytics services.
Data Analytics: After the campaign, detailed demographic analysis and performance metrics were evaluated to measure its effectiveness.
Result
The campaign garnered 577,978 impressions, with daily click-through rates (CTR) ranging from 3.59% to 4.56%.
Footfall data provided by Azira played a critical role in assessing the campaign’s effectiveness. During the campaign, 236,495 people viewed the ads, and 3,955 individuals were directed to the store, achieving a 1.672% footfall rate. This exceeded the industry average of 2.07%, demonstrating outstanding performance with an impressive 143.151% Attribution Lift Index, underscoring the campaign's significant success.
