This is an activation/promotion that uses great prices, technology and Instagram’s geolocating features to reach a micro-targeted audience in the Supeco’s vicinity. To advertise the supermarket’s incredible one-day offers, we chose Insta-Stories, a media format with a 24h lifespan. The sense of immediacy and the perfect media space for that were the key to sell fast about-to-expire products, increase traffic and sales in-store.

The closer a product gets to expiring, the fastest supermarkets need to sell them. So they drop the prices. But if there aren’t enough people in the store to see it, products end-up stuck on the shelf. A waste, not only for the business, but for consumers and society. Supeco, Carrefour’s low-cost supermarket chain, saw in the waste problem an opportunity to create a win-win promo.

To promote products with a short lifespan... Supeco used a format with a short lifespan: sponsored ads on Instagram Stories. The ephemeral media space that lives 24 hours only. The products about to expire got their own media space and offer, impacting the right people in the right place. Using geolocation, the discounts were shown in a 1km radius from each store, reaching and attracting those nearby. The offers lasted the same as the stories... 24 hours only.

Every day, Supeco, Carrefour’s low-cost supermarket chain, deals with the issue of merchandise expiring and impending waste problem. But when each branch has different products about to expire, we need to look at each of them individually. So we chose a medium that allows us to reach the right people in the right place: Instagram Stories. First, we used Instagram’s geolocation to target Supeco’s neighbors in a 2km radius, most of which probably regular clients. Once the supermarket’s products were about to expire, its prices dropped significantly. We then sold the products with a short lifespan in a format with a short lifespan, 24 Hours only. The choice of media and the exposure it gave to our offers in the immediate vicinity of the store created a sense of urgency. Those were key to generate more traffic and conversion branch-by-branch, throughout the Supeco chain in Madrid.

Supermarket retail communication is hard-selling by nature. But to sell products about to expire faster and more effectively in Madrid, Supeco needed more than just sell hard: it had to sell smart. And by choosing Instagram as a partner, they did just that. The specifics of the media plan included reaching only people in a 2Km radius of each store and only during each store’s opening hours. Every day, the price of a different product dropped significantly for that day only. That matched perfectly its media’s short-lived format that lasts just 24h: the Insta-stories. The plan covered 6 distinct regions of Madrid, each within a different Supeco store’s radius.

In the very first promo:

252849 Impressions

202238 people reached

Some records in sales:

- 1 chicken per minute

- 250 strawberries boxes sold in 4 hours