Deploying outdoor campaigns can be extremely effective when it comes to engaging with an audience. This is why L'Oreal took the opportunity and deployed a campaign across several DOOH screens in South Africa in order to increase awareness of their product.
intensifying engagement through DOOH
The MediaShop, in partnership with Box Digital, has launched a programmatic DOOH campaign for Cosmetics giant L'Oreal, in support of their Dark And Lovely brand. The DOOH campaign was released in South Africa, with the main focal point of the campaign was to promote dark and Lovely’s new Water-less Cleanser product, and add further exposure to the brand itself, while expanding on the brand's reach and engagement were certainly in mind as well.
The main locations around which the campaign was focused were roadside and mall screens, in close proximity to retailers who stock the product. Additionally their main strategy when it came to targeting was to display the campaign at locations and times when the crowd levels or traffic of people passing by were high. By doing so L'Oreal made sure that the engagement and reach that the campaign had were high at all times, which is also the reason why the campaign only ran between 10am and 6pm, when people were most active around those areas.
This combined with the fact that Box Digital also targeted users in and around malls, meant that whenever a consumer saw the ad they could simply redirect themselves to the nearest L'Oreal store if they were interested in the product, this was essentially drawing in users to their stores.
Box Digital found a very smart way to only buy DOOH in the right places and on the right times. With the help of Vistarmedia, it is now exponentially easier to purchase DOOH. Vistarmedia has already established a relationship with over 17 media owners in South Africa that are currently connected to our platform. This means that current and future platform users have access to more than 700 screens in that region. With markets such as South Africa growing considerably, DOOH should be the number one implementation on everyone's list.
