Ads ran on screens from OOH publishers such as Pattison, Astral, Outfront Canada, and All Vision, resulting in more than 50 million targeted impressions and highlighting the success of the programmatic campaign in reaching the brand’s core audience.
With the help of Broadsign and measurement partners Spotzi and Happydemics, Havas and Holts conducted a foot traffic and brand lift study to measure the impact of the campaign on driving in-store visits, brand recall, awareness, and purchase intent. More than 200 screens were selected near seven of the competitor’s stores and used to run a cross-section of conquesting and promotional ads. Broadsign also partnered with media company Connected Interactive, applying an exposure radius to collect a sample of mobile devices exposed to the DOOH ads that subsequently appeared in a Holt Renfrew retail location. Further, the campaign helped drive e-commerce traffic by retargeting opted-in users.
In the end, the campaign over-indexed against fashion and designer shopper audiences, successfully driving potential customers to Holt Renfrew stores, averaging a seven per cent weekly rate of consumers who visited the retailer post-ad-exposure, and yielding nearly 400,000 total store visits.
However, the success of the campaign went beyond foot traffic and store visits. It drove a remarkable 600 per cent uplift in brand preference, with 21 per cent of ad recallers preferring Holt Renfrew over competitors. Additionally, it achieved a staggering 725 per cent uplift in positive brand image, where 34 per cent of recallers expressed the ads gave them a positive impression of the brand, compared to only four per cent among non-ad-recallers.
Not only did the targeted venues deliver impressions, but they also yielded high exposure. Sixty per cent of ad recallers saw the ads at least once, underscoring the campaign’s widespread impact. These audiences were more than passive observers. They were converted into enthusiastic advocates and customers. Nearly 50 per cent of ad recallers intended to visit the retailer’s website, search for more information, or make a purchase post-ad exposure, marking a substantial
586 per cent lift in overall intent.
Commenting on the success of the campaign, Howard Shaw, media director for Holt Renfrew, shared, “At a pivotal time for our business and in working closely with our partners at Havas Media and Broadsign, we were able to deliver strategically on the objective while proving the instrumental value that OOH media contributes to our business through a measurement-first approach.”
Notes
1 For more information, visit https://cdn.nrf.com/sites/default/files/2022-01/Consumers%20want%20it%20all.pdf.
Kayla Caticchio is a content marketing manager for ad tech developer Broadsign. This article is based on a case study published in November 2023.
