Samsung, one of the global leaders in technology, was looking for an effective way to promote its new line of Galaxy A smartphones – devices offering premium features at an affordable price. The key objectives of the campaign included:

• Building awareness around the new line of devices
• Reaching two distinct target groups with different consumer insights
• Driving traffic to the sales page and generating conversions

As the partner responsible for executing the campaign, we proposed an approach based on precise contextual targeting, leveraging the potential of the Żabka network and the Żappka app – the largest retail ecosystem in Poland.

Communication Strategy: One Product Line – Two Communication Worlds

Based on demographic, location, and purchasing data from the Żabka network, we recommended dividing the campaign into two communication streams, tailored to distinct target groups:

🔹 Younger audience (ages 16–25)

We focused on showcasing the modern features of the Galaxy A – fast performance, high-quality photos, and AI functionalities. The messaging was dynamic, tech-savvy, and inspired by the social media world. Target audience: teenagers and young adults, frequently visiting Żabka in the afternoons and evenings.

🔹 Parents and older users (ages 35–50+)

Here, the emphasis was placed on reliability, security, and device longevity—key factors for those making purchasing decisions from a household budget perspective. The communication was tailored to the locations and times when older customers’ traffic in Żabka stores was highest. An additional insight: the First Communion period as a natural moment for deciding to buy a smartphone for a child.

Campaign Execution

📍 Offline Format (DOOH – Digital Signage)

• Number of screens: 560 (window displays, 55 inches)
• Frequency: 9 displays per hour
• Duration: May 5 – June 3, 2025
• Locations: selected based on demographic structure and peak visit hours for each target group
• Targeting: dynamically adjusted to the two audience profiles across time and location

📱 Online Format (Żappka Storly – native format within the app)

• Żappka app: the largest retail app in Poland (over 11 million users)
• Creative: native Storly format with a CTA directing users to the Galaxy A purchase page
• Results from Day 1 of the campaign:
  • Reach: 850,000 unique users
  • Ad opens: 12,000
  • Clicks: 1,000
  • CTR: 8% click-through rate directing to the purchase page

Campaign Results

✅ DOOH (digital signage)

• Campaign reach: 2,890,000 unique viewers
• Total number of ad contacts: 5,780,000

Thanks to the skillful combination of locations, airing times, and messages tailored to the audience profile, the campaign effectively translated into product interest and actual purchase actions.

✅ Żappka storly (online)

• A strong call to action – just one day of storly airing generated thousands of clicks and a high conversion rate on the sales page.
• Additional synergy between offline and online channels – users who saw the campaign in-store also had the opportunity to encounter it in the app, which increased communication effectiveness.

Why did the campaign work?

• Precise contextual targeting: thanks to the analysis of customer traffic and demographics in Żabka, we tailored the locations and broadcast times to specific audience groups.
• Dual communication: one product, but two different messages and consumer needs — personalized messaging increased effectiveness.
• Online + offline synergy: combining DOOH campaigns with placements in the app allowed for extended reach and enhanced impact.
• Campaign duration: May–June is a key period for purchasing decisions (e.g., communions), which strengthened purchase intent, especially among parents.

Conclusions and Business Value

This case demonstrates that even a brand outside the FMCG category, without a physical presence at the point of sale, can effectively leverage retail media. Samsung Galaxy A became an example showing that technology + data + a well-designed media strategy allow reaching the right consumer at the right moment.

It also proves that the retail media environment — both offline and online — not only supports brand awareness building but can also have a real impact on sales conversion, even for products with a higher price threshold.

Red Bull, as the leader in the energy drink category, faced the challenge of quickly building awareness around its new limited-edition variant – Red Bull Winter Edition. The key objective was to reach the brand’s current consumers and encourage them to purchase the new product within a short time frame.

Solution: DOOH Campaign at Points of Sale

In response to this challenge, in November 2024, together with Red Bull, we launched an advertising campaign in the Żabka network, using digital signage displays in stores. The campaign’s reach was carefully planned – we focused on locations with the highest energy drink sales to maximize the likelihood of conversion.

The campaign was based on the purchasing data of millions of consumers who shop daily at Żabka, combined with the expertise of our consulting team. This allowed us to create messaging that reached exactly where purchasing decisions are made – at the store shelf.

Campaign Details

• Dates: November 13–19, 2024
• Broadcast hours: 6:00 AM – 11:00 PM (in line with store opening hours)
• Media: 112 screens (55 inches) in the storefronts of Żabka stores
• Target: stores with the highest energy drink sales in G8 cities
• Format: contextual creative consistent with Red Bull’s corporate identity, synchronized with other brand advertising activities

Campaign Results

The campaign generated an impressive reach:

• 417,000 unique viewers
• 857,000 ad contacts — in locations with direct influence on purchasing decisions

Sales data showed a clear impact of the advertising activities:

• +9% increase in sales of Red Bull Winter Edition across the entire Żabka network
• +11% increase in the control group (stores with product availability but without advertising exposure)
• +37% increase in test stores where the campaign was broadcasted

All results were adjusted for seasonal and promotional effects, ensuring they accurately reflect the real impact of the campaign.

Methodology

To ensure data reliability, we compared results between the test group (stores with the campaign) and the control group, which was selected based on:

• location (e.g., Warsaw, Poznań)
• number of receipts
• shopping basket composition
• historical sales data of Red Bull products and other energy drinks

Why was the campaign effective?

1. Proximity to the purchase decision: DOOH was broadcast directly at the shelf — exactly where consumers make impulse decisions.
2. Context and consistency: creatively designed creatives were aligned with Red Bull’s visual identity and communication across other channels.
3. Precise targeting: the ads were aired exclusively in stores with the highest energy drink sales turnover.

Conclusions and Recommendations

The Red Bull Winter Edition campaign is proof that:

• DOOH in retail locations like Żabka has a real power to influence purchasing decisions.
• Even with a limited budget, it is possible to achieve high sales growth rates.
• Retail media is an effective channel combining precise targeting with direct impact on conversion.

Thanks to a well-planned strategy and data-driven collaboration, the Red Bull campaign became a model of effective use of digital screens in retail. It was the first, but certainly not the last campaign executed together — Red Bull became our key, long-term partner.

Not sure what Żabka Ads is? Read the previous article about how Retail Media Networks work and the highly promising forecasts for their growth.

Straight to checkout

Let’s start from the bottom — quite literally. Żabka Ads can help you “skip” the top of the funnel and drive immediate purchases. A refreshing drink ad on a hot day, with a vivid splash in a glass over ice and a can glistening with droplets on screen, can instantly spark consumer interest — even if they haven’t formed an opinion about the brand or the product yet.

Retail Media Network campaigns, however, can also deliver less obvious and more long-term benefits.

Building brand awareness

Every day, Żabka stores are visited by 3 million people. To put that into perspective — no news program in Poland draws such a large audience to their TV screens. Żabka Ads can therefore serve as a powerful reach-driven medium that, with relatively modest investment (especially compared to TV campaigns), enables you to quickly spread the word about your product or service to a broad audience.

RMN campaigns seem tailor-made for promoting new products or innovations — such as new flavor variants. A single in-store touchpoint may be enough to build awareness… and immediately convert it into a sale.

Increased interest

Żabka Ads also means precise targeting. On a Friday evening, customers tend to look for different products than they do on Monday or Tuesday mornings. Thanks to detailed analysis of shopping data, we know exactly what ads to show, when, and to whom — ensuring maximum relevance and impact.

But how do you target products that aren’t part of Żabka’s in-store offering? That’s where category co-usage data comes in. By leveraging these insights, we can serve ads for running shoes to customers buying isotonic drinks, or promote a family station wagon to thirty-somethings picking up baby food jars.

Purchase consideration and value building

Advertising screens in Żabka stores allow for a clear presentation of all product benefits. RMNs can act as an extension of the packaging, highlighting messages that might be less visible on the label. It’s also a great space to showcase the full product range — and, for example, encourage a heavy iced tea consumer to try a limited-edition summer fruit flavor.

Żabka Ads also enable comprehensive communication of promotions, lotteries, or loyalty programs — and make it possible to run A/B tests, which we explore in more detail in one of our

A funnel full of new possibilities

In summary, Żabka Ads can serve as a powerful tool at every stage of the marketing funnel — and beyond boosting sales, they also offer a range of long-term benefits. Well-designed campaigns can innovatively raise awareness of products or services, positively influence consumer attitudes, and support purchase consideration.

Interesting article? Then read the next one. You’ll learn how to quickly test communication solutions with Żabka Ads and measure their direct impact on sales.

Year-on-year, they have grown by nearly 22%, already account for nearly one-fifth of global media spending, and are projected by McKinsey to surpass television in 2026. What are they talking about?

About Retail Media Network, which has deservedly become one of the hottest topics in the advertising and marketing industry. Now, thanks to, among other things, Żabka Ads, they are also developing more and more dynamically on the Polish market. By increasing the sales performance of advertisers, they allow you to reach the customer at very preferential terms… and the best is still to come!

Why do consumers like RMNs?

The industry wouldn’t love RMN if it weren’t for the positive attitude of consumers. As many as 80% believe that point-of-sale advertising positively influences their shopping experience. Here are the main reasons:

– They help … not annoy.

RMNs make it easy to navigate and help consumers get to their favorite products exactly when they need them. They aren’t intrusive, they don’t interrupt the series at your favorite moment, and they don’t pop up uninvited on social media – they appear in the right place at the right time.

A person who stops by Żabka for a quick snack and sees an ad for a new beverage will be more easily tempted by it… and will avoid a situation in which, after leaving the store, she realizes that she forgot something to drink.

– Increase fit.

By using first-party data, RMNs allow you to reach consumers with the precise messages they want. No more mismatched ads (which are also seen as annoying).

Żabka Ads carefully analyzes the purchasing decisions of 14 million customers each month. That’s nearly 450TB of data that lets you know what’s selling well and when… and what’s not.

– Advice and additional benefits.

When a customer can’t decide which of the myriad types of chips to choose for a movie night, advertising at the point of purchase can make the choice easier. Especially if it offers an additional promotion or discount.

This is why RMNs are often seen as part of the store’s offerings and an advisory voice, rather than a pushy persuasion, and why buying under their influence is seen as an opportunity seized. And who among us doesn’t like a bargain?

– An innovation we all like.

News always attracts attention. A new flavor version of your product on an innovative advertising medium will make a much better impression than on a faded billboard. Especially when the product turns out to be on hand.

A short history and a great future

Although RMNs originate from e-commerce, and interest in them has been growing since the pandemic, the biggest peak can be seen since 2022.

Every second employee in the advertising and marketing industry considers it a very important and developmental topic. It should come as no surprise, then, that for the past two years Retail Media Networks have been present at the Cannes Lions festival, while the prestigious Adweek magazine has devoted nearly 129 publications to them over the past 3 years.

Wearables, which just a few years ago were considered a “niche curiosity,” are today becoming increasingly important items in media plans, and their share of promotion budgets is gradually increasing.

While in the offline sector the global RMN pioneers are Walmart and the Kroger chain, in Poland Żabka Ads is growing rapidly. Thanks to the use of screens in Żabka stores – both at the cash registers, shelves, at the entrance and outside the store, they effectively catch the attention of the audience, directing it to products that are usually within reach. Given that Żabka stores are visited by 3 million people every day, RMN and Żabka Ads may soon become an increasingly important part of marketing strategies for more and more brands.

From the next article, you will learn how RMNs help increase brand awareness and build an entire marketing funnel.