How programmatic DOOH helped boost Helena Rubinstein in Hong Kong
Winning Out of Home Gold in The Drum Awards for Marketing APAC’s Social Media category is ‘Leveraging Programmatic DOOH’ by Hivestack, Perion & OMG for Helena Rubinstein Omnicom Media Group Hong Kong. Here is the award-winning case study.
In Hong Kong, marketers face challenges when planning, executing, and evaluating online-to-offline campaigns that are consistent and measurable. To bridge this gap, Helena Rubinstein leveraged programmatic DOOH as part of a large, omnichannel campaign for its newly improved POWERCELL Youth Reinforcing Serum.
Objectives
The objective was to drive footfall traffic to physical stores as well as measurable online product searches. In addition, Helena Rubinstein wanted to precisely measure the effectiveness of the campaign and utilize unique data generated from the programmatic activation to inform future campaigns.
Strategy
The strategic deployment of programmatic DOOH allowed the activation to seamlessly integrate with L’Oréal’s existing digital-focused multi-channel campaign, creating a cohesive and impactful brand narrative across multiple channels.
Using programmatic DOOH technology and its advanced audience targeting and measurement solutions, Helena Rubinstein was able to reach its audiences on multiple DOOH screen environments and boost the effectiveness of the campaign.
Results
Helena Rubinstein had a specific objective to understand the impact of the programmatic DOOH campaign on in-store shopping. In order to determine if the campaign successfully increased footfall, a Footfall Lift Study was conducted using 8 store locations in Hong Kong as a benchmark.
The study was also able to identify which screens produced a higher lift of in-store visitations and insights about the best foot traffic results. Additionally, the study identified specific retail locations that saw more incremental lift. The information gathered is not only useful for this campaign but can also be used to aid future DOOH campaign planning toward driving better in-store foot traffic.
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