New stores, real experiences. UGC. Social Display.
Profi is the Romanian modern retail company with the largest expansion in the territory and with a growth rate still unmatched in this country. For almost 22 years, the Profi chain of stores has been growing continuously at an accelerated pace. It is close to the 1,600-store mark in more than 681 locations, and is set to open hundreds of new stores in the coming years.
UGC combined with innovative ad formats.
Challenge
Promote Profi’s new locations, in a way that focuses on the experiences shoppers get to have there.
Solution
Differentiation and brand building was at the top of Profi’s mind as they were designing the new types of retail locations, with a focus on the “fiiGO” element. This symbolizes a place where you can be curious when you’re having a boring day or an explorer when you’re in your daily routine. Fresh products, different product lines, self-service coffee and tea station complete the already successful store presence. The brand new that simply showing the stores was not enough. The experiences had to break through from the standard way of presenting product or service features. Content needed to feel alive, to show real benefits. The team went to work searching for relatable influencers that could portray the stores in a realistic light. Location was a critical factor, as influencers needed to physically go to Profi stores and create content there.
Results
Clickthrough-Rate of 2.36%, which is almost 5X higher than the industry average
