Cases
Savegnago reduces CPC of institutional terms
How Savegnago reduced its Institutional CPC by 46% with the help of Branddi.
About the company
Savegnago Supermarkets, known as the Strong Network of the Interior, started its journey in August 1976 in Sertãozinho, São Paulo. Founded by Aparecido Savegnago, who wanted to unite his family in the business, the supermarket began with one store and a strong commitment to family values. This respect and attention to customers became the company's differentiator, winning the hearts of families in São Paulo. Since then, the chain has grown significantly, doubling in size in 1978 and expanding to five stores in Sertãozinho by 1979. Today, the group operates in 20 cities, with 62 stores, impacting about 5 million people and generating more than 12,400 direct jobs. Savegnago ranks first in the interior of São Paulo, eighth in the state of São Paulo, and 15th in Brazil in revenue, according to the Brazilian Supermarket Association (ABRAS).
The Challenge
Our competitor cleaning efforts revealed a direct correlation with the reduction in CPC. We identified that dishonest competitors were using our name in paid ad campaigns, inflating the cost-per-click and harming the efficiency of the campaigns. Additionally, we faced challenges related to customer security and brand visibility due to online frauds that were compromising our reputation.
Solution
We collected daily data on the cost per click (CPC) of the campaigns and the number of competitors, overlaying this information for analysis, as shown in the graph above. Branddi adopted a comprehensive approach to combat Brand Bidding and the frauds faced by Savegnago. The strategies included continuous monitoring of the brand's online activity to identify unauthorized ads and online frauds using the brand's name, followed by removal requests for this content. Additionally, Branddi used advanced pre-fraud technology to identify newly registered fraudster sites. These actions resulted in increased budget efficiency and greater visibility for institutional marketing.
About the company
Savegnago Supermarkets, known as the Strong Network of the Interior, started its journey in August 1976 in Sertãozinho, São Paulo. Founded by Aparecido Savegnago, who wanted to unite his family in the business, the supermarket began with one store and a strong commitment to family values. This respect and attention to customers became the company's differentiator, winning the hearts of families in São Paulo. Since then, the chain has grown significantly, doubling in size in 1978 and expanding to five stores in Sertãozinho by 1979. Today, the group operates in 20 cities, with 62 stores, impacting about 5 million people and generating more than 12,400 direct jobs. Savegnago ranks first in the interior of São Paulo, eighth in the state of São Paulo, and 15th in Brazil in revenue, according to the Brazilian Supermarket Association (ABRAS).
The Challenge
Our competitor cleaning efforts revealed a direct correlation with the reduction in CPC. We identified that dishonest competitors were using our name in paid ad campaigns, inflating the cost-per-click and harming the efficiency of the campaigns. Additionally, we faced challenges related to customer security and brand visibility due to online frauds that were compromising our reputation.
Solution
We collected daily data on the cost per click (CPC) of the campaigns and the number of competitors, overlaying this information for analysis, as shown in the graph above. Branddi adopted a comprehensive approach to combat Brand Bidding and the frauds faced by Savegnago. The strategies included continuous monitoring of the brand's online activity to identify unauthorized ads and online frauds using the brand's name, followed by removal requests for this content. Additionally, Branddi used advanced pre-fraud technology to identify newly registered fraudster sites. These actions resulted in increased budget efficiency and greater visibility for institutional marketing.
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