This is an activation/promotion that uses technology, social platforms, and great prices to attract more people to the supermarket, to increase traffic and sales.

This is an activation/promotion that uses technology, social platforms, and great prices to attract more people to the supermarket, to increase traffic and sales.

To promote products with a short lifespan... Supeco used a format with a short lifespan: geolocated 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 2km 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 products were about to expire, the supermarket’s already low prices, dropped even more. We then sold the products with short lifespan in a format with a short lifespan, 24 Hours only. The sense of urgency and the intense exposure of the offers around the stores were fundamental elements to generate more traffic and conversion in the stores.

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, matching its media’s short-lived format that lasts just 24h: the Insta-stories.

In the very first promo:

252849 Impressions

202238 people reached

Some records in sales:

- 1 chicken per minute

- 500kg strawberries boxes sold in 4 hours