MERKUR Store has revamped its loyalty programme and unified it on a single platform – MERKUR Zate. Using a data-driven strategy based on first-party data, MERKUR designed a digital media advertising campaign to promote the new loyalty programme. The campaign aimed to increase the number of registrations and app downloads through personalized engagement with both existing and potential users and innovative interactions with customers.

The secondary objectives of the communication were to promote the MERKUR Zate mobile app and drive the number of downloads and user registrations, positioning the app as the central digital platform for communication with users.

The advertising campaign leveraged insights from first-party data collected from existing MERKUR website visitors using the iPROM Private DMP solution. This data allowed us to accurately segment target groups and identify a broader target audience through look-alike modelling based on the search for user behavioural patterns and similar characteristics.

The identified target groups were engaged in three phases:

The first phase focused on introducing the new MERKUR Zate loyalty programme to the general public and encouraged existing users to switch from the card system to the MERKUR Zate mobile app. This phase leveraged advanced ad formats such as iPROM Mobile AdBreak™ and iPROM Video PagePeel Ad™.

The second phase highlighted the key benefits of the MERKUR Zate loyalty programme and the use of the mobile app, tailored to individual users’ specific interests. Users were targeted with 162 dynamically adapted digital creatives tailored to specific user segments using iPROM’s Real-time Creative technology solution.

In the third phase of the advertising campaign, users who had not yet joined the MERKUR Zate loyalty programme were encouraged to sign up through a prize draw. The ads invited people to enter the competition, further boosting interest registrations and app downloads.

Using a data-driven advertising strategy, the campaign delivered more than 25 million impressions, one million web users and more than 56,000 ad clicks. The overall campaign running across digital and other communication channels resulted in 80,000 MERKUR Zate app registrations in just four months.

“The digital media campaign we ran confirms that first-party data is the key to personalised customer experiences and effective customer outreach. That is why we will continue to use digital activations based on modern technologies and innovative approaches,” MERKUR said.