Objectives
With this summer campaign, Makro aimed to drive more in-store visits to its branches, with a focus on seasonal products such as meats, soft drinks, beer, BBQ sets, garden products and private label items.
The campaign primarily targeted hospitality customers and self-employed business owners (SCOs), with the following goals:
- Promote summer product themes through relevant creatives.
- Stimulate engagement with inspirational banners linking to specific Makro products.
- Increase visits to the 17 Makro branches, measured via footfall data.
Our approach
To effectively bring Makro to the attention of the right audience, we launched a data-driven footfall campaign from 5 June to 13 August 2024 in collaboration with media agency STROOM:
- Location-based targeting in cities surrounding the 17 Makro branches, including Amsterdam, Rotterdam, The Hague and Utrecht.
- Use of audience segmentation targeting: audiences were built based on interests, behaviour and relevant attributes provided by external data providers.
- Competitor targeting of visitors to Hanos and Sligro, in order to win market share in the hospitality segment.
- Lookalike targeting and retargeting to reach both new and existing customers.
- Use of premium deals for additional visibility on high-quality publishers.
Multiple banner formats were deployed (300×250, 320×240, 320×100) to maximize reach and effectiveness. Banners were rotated weekly, each time highlighting different Makro products. This enabled A/B testing and optimisation per product category.
Optimization strategy
Throughout the campaign, we continuously optimised based on real-time data:
- Ongoing optimization toward the best-performing audiences and locations.
- Budget shifts towards tactics with the highest visit rate, with competitor targeting in particular contributing significantly to the number of visits.
- Creative optimization with a focus on BBQ and meat products, due to high interest and conversion within these categories.
- Weekly banner rotation to keep relevance and engagement high.
Results
- A total of 2,561,025 impressions were delivered, 12% above target.
- The number of in-store visits amounted to 1,570, meeting the campaign objective.
- The campaign achieved a CTR of 0.16%, indicating strong interaction with the creatives.
- Best-performing banner formats: 300×250, 320×240 and 320×100.
- Competitor targeting generated the largest share of store visits.
- Key learning: thematic and seasonal creatives (such as BBQ and meat products) drive additional traffic and conversion during the summer period.
