How Azira and Black C Media Drove a 43% Lift in Store Traffic for Domestos
Key Insights
Business Challenge:
Drive product turnover within a short time frame by reaching high-intent shoppers and measuring in-store impact with precision.
Solution:
The campaign used Azira’s hyper-local geo-targeting to reach Female Housekeepers near Hapeloğlu stores—leveraging both real-time and historical data—and measured performance through precise footfall attribution.
Results at a Glance
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Background
In Rize, a regional city in Turkey, local supermarket chain Hapeloğlu aimed to clear Domestos stock and increase product turnover within a defined time frame.
To meet this objective, Domestos partnered with Black C Media, a strategic media agency partner of Azira in Turkey, to create a geo-targeting and data-driven advertising solution to reach the right audiences at the right moment.
Challenge
The campaign set out to accelerate product sell-through for Domestos in selected Hapeloğlu supermarket locations. The primary goals were to reach high-potential consumers in and around the store, boost in-store visits, and increase both sales volume and revenue, all while closely monitoring campaign efficiency.
Solution
The Domestos campaign was anchored on three pillars: smart digital targeting, location-based footfall analysis, and performance-driven promotion management, designed and deployed by Black C Media.
Targeting Strategy
Throughout the campaign, digital ads were delivered to a highly relevant audience using Azira’s advanced geo-targeting capabilities.
The strategy focused on engaging Female Housekeepers (FHKs) — both those who had historically visited Hapeloğlu stores and those in real-time proximity during the campaign period.
Additionally, targeting extended to consumers who had visited similar local supermarkets, ensuring broader, qualified reach. This precise, location-informed targeting enabled the campaign to reach high-intent shoppers at the most impactful moments, driving in-store traffic and supporting the goal of clearing stock efficiently within a limited timeframe.
Footfall Analysis
Azira’s footfall measurement tools played a critical role in tracking in-store conversions. During the campaign, 236,495 users were exposed to ads, resulting in 3,955 store visits and a 1.672% footfall rate. Compared to the 1.168% rate of a control group, the campaign delivered a 143.151 Attribution Lift Index, indicating a 43% increase in physical store traffic—well above the market benchmark of 27%.
Media Execution by Black C Media
Black C Media orchestrated the campaign's delivery, ensuring optimal performance across formats and geographies. Creatives were dynamically adapted for location and audience segment, maximizing impact across all media placements.
Results
The campaign achieved impressive results, including:
- +1,365% increase in sales volume
- +1,081% increase in revenue
- 577,978 ad impressions delivered
- 3.59% – 4.56% daily CTR
- 236,495 unique ad viewers
- 3,955 in-store visits tracked
- 1.672% footfall rate
- 43% uplift in store traffic (vs. control group)
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