Challenge
In a region where digital precision is becoming essential for marketing success, offline retail still represents a largely unmeasured and under-optimized channel.
For Lilly Drogerie, one of the leading drugstore and pharmacy chains in Serbia, the challenge was clear: while digital advertising could precisely reach consumers online, the impact on physical store visits remained difficult to measure and optimize.
Working with Media House agency, the objective was to bridge this gap by connecting digital engagement with real-world store visits.
The key question driving the campaign was:
How can digital advertising not only reach consumers, but also drive measurable footfall into physical retail stores?
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Strategy
The campaign focused on deploying a hyper-location targeting strategy designed to reach the most relevant audiences near Lilly stores.
Using Black C Media Team’s technology powered by LoopMe, the campaign combined:
• Historical behavioral data
• Proximity-based mobile targeting
• AI-powered campaign optimization
The goal was to engage consumers most likely to visit Lilly stores and guide them toward nearby locations at the right moment in their purchase journey.
.gif)
Strategy
The campaign focused on deploying a hyper-location targeting strategy designed to reach the most relevant audiences near Lilly stores.
Using Black C Media Team’s technology powered by LoopMe, the campaign combined:
• Historical behavioral data
• Proximity-based mobile targeting
• AI-powered campaign optimization
The goal was to engage consumers most likely to visit Lilly stores and guide them toward nearby locations at the right moment in their purchase journey.
Technology
The campaign leveraged Black C Media Team’s hyper-location technology powered by LoopMe, integrating:
• AI-driven audience optimization
• Proximity-based mobile targeting
• Footfall attribution measurement
• Real-time performance analytics
This combination allowed the team to directly link digital impressions with physical retail outcomes, a significant step forward for offline measurement in the region.
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Results
The campaign delivered strong measurable impact on store visits.
• 1.6 million impressions delivered to highly relevant audiences
• 73,000 new store visits directly attributed to the campaign
• 95% uplift in visits at targeted stores among exposed users
• First campaign in the region enabling offline visit frequency and creative effectiveness analysis
Impact
This campaign represented more than a performance campaign — it marked a major milestone in connecting digital media with offline retail performance.
By combining AI-powered targeting, hyper-location intelligence, and footfall attribution, the campaign successfully transformed digital engagement into measurable store visits.
The project also pioneered new standards for offline retail measurement in Serbia and the wider Balkan region, opening the door for future hyper-location campaigns across physical retail networks.
