Monoprix is the biggest supermarket chain in Tunisia with its 88 points of sale. It is also the oldest supermarket brand as it opened its first store back in 1933. Despite it being a huge actor in the modernization of the retail category, in recent years, technology and competition outpaced the retailer who failed to upgrade and keep up the shopping experience to clients’ expectation. The aim was to create a value proposition that would not only boost the store experience but also attract a younger generation of shoppers and put a Smile on their faces big enough to make them stay.

The launch of Monoprix Go was 100% relayed via digital channels. Digital outlets were preferred as they allowed optimal visibility to a heavily connected core target. Monoprix Go was programmed to take place in a different store every day for 10 consecutive days (from May 4th to May 13th). Monoprix’s Facebook page was the primary promotional platform for the initiative. Through sponsored posts, we were able to tease the launch of the event, and consequently promote the daily updates for each venue such as gift lists. The good thing was that through advanced-targeting we were able to aim our content towards each specific store’s neighborhood shoppers. Such a practice allowed to greatly optimize media expenditure. Besides, geographical relevance contributed to increase engagement to content.