the Final Click x Supermarco
Results
+50k Leads
we’ve generated over 50.000 members for their customer club, which we helped establish.
-70% in CPL
+300k Mails/mo
Challenges & Objectives
Supermarco, the largest specialty store for Italian food products in the Nordic region, was awarded the title of Best Danish Supermarket in 2023 & 2024 by MBM. After an extended period with a larger media agency, Supermarco chose to test the Final Click to bring a more commercial perspective to their already substantial follower base.
Supermarco particularly felt a lack of insight into who their customers were, where they were located, and how they could turn their large community into an effective sales engine. They had a newsletter, which they sent out a few times a month without segmentation.
Their content production mainly focused on branding, and their lead generation came through competitions and affiliates. Since their sales primarily occurred offline, tracking their marketing efforts was challenging, so they especially lacked a partner to show them how things were going and how the strategy was evolving over time.
They lacked concrete action plans to target their customers with ads that matched their placement in the buying journey and thus their needs.
Lastly, they lacked a proactive partner who could guide them by combining data and strategy beyond just the ads manager, and thus provide concrete actions to integrate their entire digital purchasing journey across platforms.
The solution:
The solution we arrived at was to expand their digital purchasing journey beyond solely Facebook/Instagram advertising with contests and branding videos. We added TikTok and YouTube to the marketing mix and also established a customer club, which we named CLUB Supermarco.
The strategy was divided between building a narrative about their new customer club and branding initiatives. Our performance marketing goal was to convert leads from the customer club into a large database based on consumer behavior. Based on this database, we would then create new organic and ad content focused on performance branding.
CLUB Supermarco was hyper-segmented into all branches of the purchasing journey. From wine enthusiasts’ taste preferences, red wine, white wine, rosé, to price ranges and favorite brands, specific communication and emails were crafted depending on where they were in the purchasing journey.
Based on our new database, we didn’t just add TikTok and YouTube to the marketing mix; we also created a specific customer profile to target our content production towards. In Supermarco’s case, this profile was a 37-year-old woman from Frederiksberg, who needed to be convinced of the value of an easy, delicious, and quick meal from Italy in a busy everyday life.
This strategy has proven to work well alongside their organic strategy, as their Instagram followers have increased by +12,000 since the beginning of our collaboration.
A selection of Supermarco initiatives:
Ambassador Program
Established CLUB Supermarco, a membership club for Italian food enthusiasts. Additionally, they attracted over 50.000 members to the customer club with email permissions.
Hyper-segmentation
Performance Branding x Marketing
Supermarcos Content Library
Content Library - Supermarco
Supermarco
Scandinavia's biggest specialty store
Niklas Roar
Supermarco.dk (Head of Content)
Do as Supermarco and start the dialogue with a Customer Journey Analysis
Customer Journey Analysis
Concrete and non-binding initiatives to leverage the full potential of your customer journey.
