For Super C, the mission was clear — increase retail footfall by targeting Arabic-speaking audiences in the Greater Toronto Area. With this objective in focus, Dark Square launched a comprehensive, multicultural digital strategy designed to convert interest into store visits. The campaign included Google Ads for both lead generation and brand awareness, along with high-performing sales ads on Meta platforms like Facebook and Instagram. Every action was tracked through call-to-action and goal completion metrics, while an in-depth customer attribution model and sales funnel helped map out the journey from online interaction to in-store purchase.
Dark Square also implemented sophisticated online tracking, event tracking, and an optimized e-commerce landing page tailored for the Arabic-speaking market. Third-party e-commerce placements on targeted Arabic websites ensured cultural resonance and higher engagement. The campaign was bolstered by a robust YouTube campaign and a Meta-driven social push that engaged the audience right where they were most active.
The results were compelling. The campaign reached over 2 million people and drove a 21% interaction rate. With 500,000+ page views and users spending an average of 1 minute and 15 seconds on the page, engagement was strong and sustained. Over 2,500 leads were generated, with 500+ people actively locating a Super C store. Key performance metrics soared — average order value increased by 21%, add-to-cart value went up by 11%, and average volume sales climbed by 18%.
Socially, the campaign reached 1 million users and maintained a solid 19% engagement rate. YouTube ads performed exceptionally, with 500,000+ views and video retention rates hitting 98.61% at 25% viewed, and an impressive 92.22% completing the full video. Best of all, the entire campaign maintained cost-efficiency, with an average CPM that was 6.27% lower than the industry average.
This campaign was a powerful example of how culturally nuanced strategies, smart tracking, and multi-platform execution can come together to drive real-world results.
