Persil Powers Up: +55% Sales Surge in 26Days

Occasion-led retail media that turnsaisle moments into sales.

Henkel Romania, partnering with MediaInvestment, harnessed Footprints AI to activate shopping occasions at scale — priming buyers on Carrefour’s website and app before their trip, then converting in-aisle via digital screens and radio. The 26-day campaign spanned all Carrefour stores nationwide, with a 5% control group for precise measurement, and phased promotion across four hero SKUs: Persil Discs Regular20 washes and Regular Deep Clean 88 washes (weeks 1-2), followed by DiscUniversal 54 washes and Gel Universal 100 washes (weeks 3-4).

Footprints AI detected key occasions—Stock-Up, Quick Refill, Basket Completion, Weekend Reset—using real-time transactions and predictive models per store, hour, and audience. It dynamically rebalanced delivery across channels, creatives, and stores as signals evolved, automatically expanding into active locations for maximum impact.

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Key Results

• +55.06% Sales Volume vs. preceding period
• +39.07% Sales Value vs. preceding period
• YoY (88-wash SKU): +93.63% volume, +49.81% value
• Delivery: 1.37M impressions, 915,662 reach, €1.64 cost per purchase
• Best Performer: In-store screens (lowest CPP, highest purchase density)

Channels

• In-Store: Digital Screens & Radio
• On-Site: Carrefour Website & Mobile App

Network

• All Carrefour stores nationwide
• 5% control group

Method Note:
Uplifts measured vs. the preceding 26-day period in the same stores and YoYwhere comparable. Media verified via proof-of-play (in-store) and platformdelivery (on-site).

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