ETİ Supermarket Growth Campaign

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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