Challenge
Expanding beyond marketplace-only performance
Bioderma, a leader in the dermo-cosmetics market, operates in a highly competitive marketplace ecosystem in Turkey. As the brand looked to scale more efficiently, it sought new ways to expand reach and drive incremental traffic to marketplace product pages.
While marketplace environments are effective conversion channels, Bioderma wanted to explore additional ways to engage high-intent shoppers earlier in their journey.
To drive stronger performance and scale, Bioderma needed to move beyond a purely lower-funnel setup and adopt a full-funnel strategy that could activate users across the open web while driving incremental traffic to marketplaces.
Solution
Connecting marketplace data with full-funnel activation
Bioderma partnered with Solente Digital, an official Criteo reseller in Turkey, and its performance agency, SEM, to implement a full-funnel commerce strategy.
Instead of waiting for users to search within marketplaces, the new approach focused on proactively driving high-intent traffic from the open web. Using marketplace first-party data, Criteo created highly relevant audience segments, particularly within the skincare category, and targeted users across a 0–60 day lookback window.
This audience strategy was combined with full-funnel retargeting across the open web, allowing Bioderma to stay connected with users throughout their entire journey. Co-branded creatives with deep-linking technology ensured that every interaction guided users directly to the most relevant product pages within marketplaces.
By connecting marketplace data with open web reach, Bioderma transformed its strategy into a transparent, data-driven performance engine, capable of capturing demand both before and during the point of purchase.
Results
Driving stronger marketplace performance through full-funnel activation
The shift to a full-funnel strategy delivered a step-change in performance and efficiency.
ROAS increased dramatically, reaching a level nearly four times higher than the previous setup, clearly demonstrating the value of activating users beyond marketplace environments.
At the same time, campaign efficiency improved significantly, with CPC decreasing by 65%, allowing Bioderma to drive more traffic at a lower cost. This was paired with a notable increase in conversion rate, confirming that the additional traffic generated was not only higher in volume, but also higher in quality.
Overall, the campaign proved that offsite activation directly fuels onsite marketplace success, transforming digital retail media into a scalable, incremental growth engine. Following these results, Bioderma plans to expand this full-funnel model across additional product categories and markets, with a continued focus on deeper personalization and performance growth.
