About the brand
Penti is the leading intimates, hosiery, swim, and loungewear brand in Turkey and across the region. It has led on digital for years, and it keeps testing new channels to grow ecommerce traffic and customer acquisition.
The growth and search team had been publishing high-authority content that held top rankings for years. Quality was never the problem. The problem was that shoppers had started asking the question somewhere else.
The problem: flying blind on AI
Shoppers had started asking ChatGPT, Gemini, and Perplexity for product recommendations directly. The traditional search tools Penti ran saw none of it. The team could not answer the most basic questions about its own brand.
- For "best maternity underwear brands," does ChatGPT recommend Penti or its competitors?
- When Perplexity mentions Penti, is the tone positive or negative?
- Do AI models cite Penti as a source when they build an answer?
As long as those questions went unanswered, the budget was flying blind too. The team kept producing content without knowing what actually worked on the AI side. They risked losing share in a channel they could not measure.
Setup: three steps from measurement to action
Once Penti started with Brandmetric, the team could see its position across five AI engines in one dashboard. The work ran in three steps.
Step 1: Track visibility and share of voice
The team loaded hundreds of high-intent questions into the system: real shopper queries like seamless legging recommendations, supportive bikini top brands, maternity underwear picks. Once the competitors were defined, it was clear who held share of voice in each category.
| Brand | Visibility | Citations | Sentiment |
|---|---|---|---|
| PPenti | 88% | 42% | 86% |
| C1Competitor 1 | 61% | 28% | 72% |
| C2Competitor 2 | 55% | 22% | 68% |
| C3Competitor 3 | 48% | 18% | 65% |
Competitor comparison in the intimates category
Step 2: Reverse-engineer the content gaps
The system flagged every question where Penti trailed its competitors. The team looked at which pages the models cited on those questions and saw which content formats they favored. Comparison lists and buying guides stood out.
Questions competitors win and Penti doesn't
The finding: Penti's product pages were strong, but the models preferred comparison and guide formats when building answers. Content Studio filled those gaps one by one.
Step 3: Action list and off-site visibility
Measurement did more than expose gaps on Penti's own site. It also found the forum and community pages the models cite most, and flagged where Penti was absent or a competitor led. Those became content and comms tasks, and the team tracked progress from a single list.
Tasks that came out of measurement
Result: ahead of competitors in eight weeks
Measurement ran again every week for eight weeks. The effect of each piece that shipped showed up in the same dashboard. Penti's curve climbed while the competitor average stayed flat.
Eight-week visibility trend
Today, when someone asks AI "which intimates brand should I buy," Penti comes back with accurate citations and a positive tone. The visibility gain did not stop at rankings; it turned into qualified traffic on the site.
Visibility by engine after eight weeks