In today's fast-paced world, making a splash means more than just having a great product. Brands need to connect with consumers where they are, and for iconic footwear brand UGG, that meant turning to the power of programmatic digital out-of-home (DOOH). Their goal? To boost brand awareness for a new product line, using a smart, strategic DOOH campaign that spoke to a wider audience.
The Strategy: A Global Footprint with Local Impact
UGG partnered with Vistar Media to craft a DOOH campaign that would resonate with consumers in key urban hubs. Vistar's powerful DSP allowed for seamless activation of the campaign across multiple cities, including London, Berlin, and Hamburg.
The campaign wasn't just about flashy visuals; it was about creating a thoughtful, impactful experience. UGG carefully considered the nuances of DOOH advertising, recognizing that video and animation can be challenging in outdoor settings due to short exposure times. Their solution? Integrate video into the background of their brand message and logo, ensuring the core message remained clear and compelling while still taking advantage of video's dynamism.
The Outcome: More Than Just Awareness
The results speak for themselves:
- Brand Awareness: Up by a whopping 76%
- Advertising Impact Awareness: A significant 32% increase
- Purchase Consideration: A healthy jump of 7%
- Message Outtake: Key product line messaging resonated with a 60% increase in understanding
- Net Promoter Score: UGG's brand loyalty got a serious boost with a 58% increase
The UGG campaign showcases the unparalleled impact of programmatic DOOH, but it also highlights the importance of a nuanced understanding of the medium. By thoughtfully integrating video, UGG was able to connect with consumers in a meaningful way, driving tangible results that translate to brand growth and loyalty.
Keen to learn more?
Running multi-country campaigns in our DSP is now easier than ever. With inventory accessible in over 30 countries, you can plan and activate your campaigns from a single account. Our DSP allows you to manage budgets in your local currency, eliminating errors and streamlining operations. You can easily extend your targeting, measurement, and retargeting strategies to reach diverse audiences internationally.
Contact us to learn more about the possibilities of programmatic digital out-of-home advertising or gather ideas for your next DOOH campaign.
Using Digital Out of Home, the shoe brand UGG successfully demonstrated how their clothing campaign generated incremental brand awareness for their clothing range. This campaign underlines the power of programmatic out-of-home (OOH) in response to providing clients with real-time variables, such as providing them with the ability to access and up weight locations that reach their targeted audience.
Although this campaign proves the value of programmatic OOH is central to marketing strategies, considering the challenges associated with these campaigns is crucial. Creating an appealing and engaging creative campaign through the use of animation and videos is something most brands consider attractive.
What usually isn’t considered is the effectiveness of these types of creatives outdoors. Since the exposure time of outdoor advertising already is incredibly brief, video and animated content can be even harder to grasp for bypassers. It is more difficult for the audience to recognize the brand message or meaning of the advertisement as a whole.
What distinguishes UGG’s video advertisement from others is their choice to consider adding the video in the background of their brand message and logo. Doing so keeps the viewer informed about the moving creative, rather than leaving them wondering what is being advertised and why.
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
