Campanie
General Information:
Strategic approach:
| Strategic approach: |
Carrefour’s overarching marketing objective in 2022 was to increase hypermarket visits by 5%. And each touchpoint had a role to play in this, even the “classic” product catalogs. Unfortunately, unlike our competitor’s printed versions that are pushed and distributed in stores and by post, Carrefour’s digital catalog was not getting any traction nor visibility and scored an underwhelming number of visits (under 100 users/ month). People did not like using it, as it was reminiscent of a period when desktop traffic was dominant while today close to 70% of all traffic is mobile. While not having the resources to either build a printed catalog or redesign the existing digital one, Carrefour had to find a solution to list its products. For us that meant using a limited budget to make its weekly product offers stand out online and encourage product discovery in Carrefour stores. In addition, we wanted to improve Carrefour’s brand image attributes relating to innovation, while boosting viewership and engagement for Carrefour’s products. For this we monitored brand indicators increase for “MODERN SHOP” and “DIGITALISATION” and we set a KPI for 30% viewership and 5% engagement rate increase. While our competitor’s printed catalogs were most likely relevant for an older audience, we were aiming to reach the younger demographic (<35) that were active online. In terms of shopping missions this segment was valuable for Carrefour as they were spending as much or more vs the older segments. The “after-hours” cooks They were part of the foodie culture, actively looking for various food related content, from recipes to shopping trips to cooking show snippets. They weren’t aspiring chefs. Their topics of interest included how to make meals under a certain money amount, how to cook for a whole week or discovering new food ingredients or weird recipes. Their approach to cooking was about enjoyment not perfection. Their cooking skill was a form of social currency. Some of the “after hours” cooks also creating their own content, becoming micro-influencers. |
Execution:
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