LU advertising drives consideration and increases the likelihood for purchase
One of the UK’s Number 1 haircare products wanted a campaign to drive awareness and clarity of its range of products available.
In March 2015, the haircare brand ran a 2-week, high impact London Underground (LU) campaign, combining X-Tracks (2 x 48 sheets side-by-side) and digital escalator panels (DEPs). This was supported by a wider media campaign across TV, press, digital, experiential and PPC.
In order to capture the effectiveness of this campaign, we measured campaign metrics, in association with Dipsticks Research. The sample consisted of 750 x females:
25% 18-34, 50% 35-54 and 25% 55+
75% ABC1, 25% C2DE
Test Sample: London only, used LU past 2 weeks
Control Sample: Rest of UK, not used LU past few months
Those exposed to the haircare brand campaign on the London Underground have a significantly more positive brand perception. It is also clear that the medium stands out to the target haircare brand audience.
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