Metro Case Study

METRO's "Own Business Day - 2016" Was A Huge Success

Google’s Display Campaigns reached Turkey’s business owners with more than 166.000.000 Impressions and 350.000 Clicks for METRO’s "Own Business Day” Project and resulted in a total of 1.019 offers generated throughout Turkey.

Goals

  • Raise brand awareness
  • Drive traffic to Own Business Day (=OBD) platform and Metro Cash & Carry’s website
  • Achieve a wide Reach
  • Generate Deals for OBD

Approach

  • 80% of the Google AdWords budget was allocated to Google’s Display Network and YouTube
  • Extensive use of YouTube, Google Display Network Campaigns, Search and Gmail Ads

Results

  • A total of 1.019 offers generated throughout Turkey.
  • Metro Turkey was ranked 7th out of 19 participating Metro countries in terms of submitted offers
  • With more than 56 Million Impressions the YouTube Masthead was the one with the most views across all OBD countries
  • Besides the Masthead a total of 110 Million Impressions and 350.000 Clicks were achieved for this special day during the campaign

What We've Done


The project was divided into 4 phases, but due to Turkey’s political situation in July and August we were only able to start on September 1st.

We had a detailed activation plan to hand from METRO corporate’s agency that organized this project in more than 20 countries.

We rolled out several Search, GDN, YouTube and Gmail Ads campaigns to reach Turkey’s business owners and make them aware of this unique day that they can use to also promote their businesses.

The search campaigns not only covered brand searches for METRO and “Own Business Day”, but also more generic B2B Keywords that mainly business owners use like “horeca” “wholesale food” or “industrial kitchen equipment” and so forth.      

As our GDN strategy we set up contextual, topic and interest targeted campaigns aiming to reach out to businesses in Turkey. In addition to this, extensive use of Remarketing strategies was in place.

10 days before the event we also launched B2C campaigns to tell everybody about this big day. Again Search, GDN, YouTube and Gmail Ads were used.  Here especially YouTube Ads formats helped to generate more than 1,8 Million views on the Turkish “Own Business Day” Video.

Last, but not least on October 10th a Rich Media YouTube Masthead was run to really make sure that everybody notices this day and participates in it. 

What We've Achieved


As a result of the campaigns that we set up for METRO’s Own Business Day METRO Turkey was the country with the highest reach before all other 19 countries also promoting this event over Google AdWords.

Business owners not only from Istanbul, but also throughout the whole country and smaller cities generated 1.019 deals with Google Paid being the main source for its success. 

The Masthead resulted in 56 Million Impressions and was the most viewed Masthead across all 19 participating OBD countries.

Besides the Masthead a total of 110 Million Impressions and 350.000 Clicks were achieved for this special day during the campaign.


Since I had worked with Kubix Digital for 4 years in my previous role, I was so proud to have the best success in terms of views on YouTube for Own Business Day for Turkey. I am so glad that we were partners that created the success for spreading overseas. Thanks for being our successors!

Funda Karaçil
Brand Manager Customer Experience Expert in Digital Asset Management Global Branding & Activation METRO Group

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