Meet SEM
SEM Agency leverages AI-driven digital marketing technologies, advanced data analytics, and next-generation tools to optimize business growth and secure industry leadership. Focused on innovation, SEM empowers clients with future-ready, transformative strategies that drive competitive advantages across diverse sectors.
Meet Migros
Migros is one of Türkiye’s leading retail chains, offering a wide range of products in supermarkets across the country. With a focus on providing customers with high-quality products, they are constantly looking for innovative ways to improve customer experience and drive traffic to their stores.
Challenge
Migros
In September, we launched our “You are good with Migros” campaign. Our goal was to reach customers through every channel and guide them into our stores. In this context, Yandex proved to be the ideal partner. We pinned our “You are good with Migros” banners and store locations on the map, reinforcing our message: “This route is nice, but Migros will be good for all of us.”
We delivered an effective touchpoint during the users' journey, influenced brand preference in the target audience by suggesting routes to our stores, and drove organic traffic growth to Migros locations while boosting our digital visibility.
As a result, store visits increased and the perception of Migros as an accessible brand was strengthened. Yandex Navi integration turned location-based digital marketing into an innovative, measurable success.
Solution
SEM suggested a strategy to launch various advertising formats in Yandex Navi to make Migros stores more visible on the map.
- Branded Pins: These showed store locations, making it easy for users to spot stores while navigating. With just a tap on the pin, users could seamlessly open the full ad and update their route to include a store visit.
- Branded Icon in Search Menu: Allowed Migros to be more visible among competitors, as users saw the company logo even before the search results appeared.
- Route Recommendations: While users were creating a route, Yandex Navi provided alternative routes passing through Migros stores, encouraging them to visit the store even before their journey started.
- Premium Banner and Premium Billboard formats also contributed to Migros attracting more online and offline traffic with eye-catching visuals.
Behind the partnership's success with Yandex Navi and smooth launch of ad campaign stood a dedicated SEM team. Ecem Tanrıverdi, Account Director at SEM, reflects on the strategy and execution:
SEM
Yandex Ads
Yandex Ads
The Branded Icon in Search Menu worked best for Migros, reaching a 36% conversion rate, followed by the Route Recommendation, with 18% conversion rate and Branded Pin, with 11% conversion rate. Additionally, visibility was enhanced by integrating Premium Banner and Premium Billboard formats, maximizing brand exposure while also driving additional traffic to the website. This campaign demonstrates the effectiveness of combining online and offline strategies by reaching the users at the right moment and locations, encouraging store visits and enhancing overall brand visibility.
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