UGG, a brand mainly known for its distinctive style of footwear, is launching a new apparel line. Jellyfish and UGG sought to generate incremental brand awareness for the clothing range. They used programmatic OOH and mobile across urban hubs and shopping malls in London.
Check out the original case published by NewDigitalAge here.
Jellyfish planned and executed the campaign through Vistar Media’s DSP, with research provided by JCDecaux UK. Seeking to engage high-end shoppers and fashion lovers, location measurement analysis focused on Westfield London, and the consumers known to have visited the mall during the campaign promotion, and those that did not.
UGG’s programmatic OOH increases consumer engagement
Brand awareness is already high for UGG. The study demonstrated a further 32% uptick in awareness driven by the advertising screens of the programmatic OOH campaign. Significantly, purchase consideration also rose 7%, with a shift in intent and loyalty towards the UGG brand over major competitors.
Effectively applying the real-time capabilities of programmatic, Jellyfish were able to optimize the campaign to higher footfall times of day and sites indexing higher against the UGG target audience. Meeting the primary objective of driving awareness for a new product range, the OOH activity demonstrated an outstanding 60% increase in awareness of association with the clothing lines.
Sophie Weir, Client Partner at Jellyfish stated “We are delighted to have delivered such a positive and progressive campaign for UGG. Vistar Media automated and simplified the planning and execution. This study clearly proves the value of OOH as central to our marketing strategy. Invaluable insight as we prepare for the crucial Christmas activity ahead and ensure a successful retail campaign”.
Dom Kozak, Head of Programmatic at JCDecaux UK added “This campaign underlines the power of programmatic Out-of-Home to respond in real-time to variables such as footfall. Providing clients and their agencies with the ability to access and upweight locations that reach the right audience for their brand. This campaign achieved an additional 32% in awareness for UGG. With purchase consideration rising by 7% showing how the new digital capabilities of (programmatic) Out-of-Home are enabling agile and responsive campaigns that drive brand metrics.”
Curious for more?
Want to learn more about the possibilities of programmatic digital out-of-home advertising or gather ideas for your next DOOH campaign? Get in touch with Bart, our Regional Lead in Nordic, via email bboogaard@vistarmedia.com
