DOOH CASE STUDY: AWARNESS

DOOH Campaign Objective

Aiming to raise awareness of its products and drive traffic to its retail store locations, a major paint brand activated a digital out-of-home and mobile cross-screen campaign in five key markets across the United States.

DOOH Campaign Approach

Leveraged location data to create two custom audiences: “DIYers” who visited stores like Michael’s, JOANN and Home Depot; and “Priority Retailer Loyalists” who visited the brand’s store as well as similar retailers such as Sherwin Williams and Benjamin Moore • Analyzed the movement patterns of both audiences to determine where they were most likely to be at different times throughout the day and activated digital out-of-home and mobile media to best reach them

Key Insights

Exposure to both digital out-of-home and mobile media resulted in a 2x greater likelihood to visit the paint brand’s store locations than the control group — highlighting the benefits of cross-screen campaigns, amplifying the effects of DOOH • While the paint brand was the least well-known among consumers prior to the campaign, it experienced the highest lift in awareness by the end of the campaign • In the post-campaign study +91% of exposed panelists considered themselves frequent painters, indicating that the campaign effectively reached the target audiences of “DIYers” and “Priority Retailer Loyalists.”