Dementia UK had never activated a digital media campaign before. While awareness of dementia exists in the UK, there remains a general lack of understanding about the disease and the charity itself.
The primary objective was to build on and increase awareness while driving sign-ups to the charity's email journey, particularly among caregivers and those supporting individuals living with dementia.
Using Vistar Media, The Kite Factory delivered over 1.4 million DOOH impressions across five cities, achieving an estimated 4.4 million impacts—exceeding the reach target by 33% and delivering a cost per impact well below £0.01. The digital OOH activations also created a halo effect, boosting direct and organic traffic to the website by 7,300 visits.
This campaign resulted in significant sign-ups and conversion rates in DOOH-targeted areas, as measured by Google Analytics. Beyond the impressive performance metrics, programmatic DOOH provided flexibility in budget management that would not have been possible with traditional OOH media buying.
Key Highlights:
- 1.4M+ impressions delivered
- 4.4M+ estimated impacts
- 7,300 increase in baseline site traffic
Dementia UK’s first foray into digital media demonstrated the power of programmatic DOOH to drive awareness and measurable engagement effectively.
