As part of its international expansion strategy, Rituals, the luxury brand known for its home and beauty products, has launched its first DOOH campaign in Spain from their headquarters in Amsterdam. This campaign represents a broader standardization drive from the Rituals central marketing team, helping local marketers set up consistent brand campaigns without losing local relevance.
Rituals campaign on opening day in Seville
Reaching consumers in Seville for its new store opening, Rituals ran a DOOH campaign across the city. They targeted digital screens within a 1 km proximity around the new store. This allowed the cosmetics brand to adapt the visibility of the opening campaign to the location’s opening hours using day parting.
The selected venue types included malls and urban roadside locations to maximize visibility amongst their target audience and ensure maximum reach. The campaign was executed in two phases: first, for the grand opening day, and second, for ongoing awareness. During the opening, the campaign featured store imagery, contextual details, and the new address. After the opening, the creative shifted focus to highlight products while continuing to emphasize the new location.
Rituals' localisation strategy for digital out-of-home
The Amsterdam-based brand has 840 stores in 33 countries, from the Netherlands to New York. This campaign represents a new market launch as part of a bigger localization strategy, maintaining global brand consistency and integrity while enabling their local marketers to tailor their digital out-of-home campaigns according to regional priorities.
Rituals set up an automated process to provide marketing managers with accurate insights on potential reach and screens based on their budgets. This information made it easy to align actions between countries while ensuring campaigns remained relevant in each locality.
Rituals builds templates for localised campaigns
To increase efficiency even more, Rituals has built standardized dynamic templates for store promotions. These templates can automatically be localised by language and store location, allowing their teams to maximize relevancy and targeting without the need for any manual work.
