In times of crisis and inflation, everyone becomes a bargain hunter, often at the expense of sustainability. The most sustainable foods are those not wasted.

Motatos is committed to a world free from food waste, calling for a sustainable transformation in food production. Their philosophy: 'Save CO2', 'Save Food', 'Save Money'.

Online markets like REWE are their main competitors. Motatos's edge? Motatos offers brand products up to 80% cheaper by rescuing items destined for the trash, including mislabeled packaging or near-expiry items.

To achieve our campaign goal of closing the gap between consumer behavior, environmental concerns, and bargain hunting, we need to target the right consumers at their point of purchase with the right offer.

When buying groceries online, shoppers often create shopping lists or fill their shopping baskets without buying them directly. And this is exactly the moment where we come in.

What can we do to convince bargain hunters to become Motatos customers?

With the Motatos Inflation Targeting! How did it work?

We read the competitor’s shopping cart data of our target groups and linked them to the current daily food inflation trend.

Every 1-2 weeks, we evaluates the price fluctuations and if inflation rates exceed a threshold value of 3 %, the campaign is played out addressing different product categories like “dairy products” or “softdrinks”.

Whenever the price of a certain product group rises due to inflation, we show EXACTLY THOSE people who want to buy these products from the competition the irresistible offer to buy them cheaper from us. With dynamic, daily updated prices and entertaining ads. Fully automated, of course.

True to the motto: Good for your wallet and good for the planet!

A 10% increase: something that unfortunately doesn't usually appear on a paycheck was a sad reality when it came to food prices. Inflation is higher than in decades.

Our strategy focuses on price-conscious consumers who are under inflationary pressure. By using behavioral data, the focus is on people who tend to discounts.

To reach as many new buyers as possible, we developed an innovative inflation targeting. By smartly linking different data sets and humorously addressing the target group without scattering losses. We screened consumers’ online shopping cards and combined them with real-time inflation data to highlight Motatos' low-cost offers. The strategic placement of dynamic ads at various online touchpoints ensured precise targeting and maximum reach.

We were able to turn bargain hunters into advocates of sustainable shopping behavior. Oh, and by the way – selling products with an expiring best-before date also reduces food waste and thus protects the environment.

Our first step was to gather and analyze data from the shopping carts of supermarket chains and online customers. This provided us with the perfect foundation to identify the target group.

Then, we fully automated the monitoring of inflation rates and associated price increases. Our focus was on various product categories.

We combined these two data sets to create the first 'Data Discount Booklet' based on inflation data. For our fully automated ads, we linked the corresponding current offers from the Motatos online shop.

Our monitored ads were only displayed when the inflation rate went over 3%. We addressed potential new customers who were about to buy from the competition with fully automated, humorous ads like "Inflation can suck dip”.

The ads appeared in online mailboxes or various websites, which are part of a specially curated Private Marketplace setup. Through programmatic control of various formats, targeting precision increased exponentially.

Motatos innovative “Inflation-Targeting” expanded our regular customer base and transformed bargain hunters into climate heroes by hitting the relevant audience at the right time with the perfect message.

Data usage par excellence.

A sweet success over competitors.

Our Click-Through rate doubled compared to the baseline.

The clever data linking predominantly reached new users, recording a 170% increase.

The hyper-relevant messaging met users' expectations, with a 9% decrease in bounce rate and a 220% increase in website dwell time over the baseline.

Good for the wallet and good for the planet.

Motatos – Where change happens – When change happens.