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Ad recall increases purchase likelihood for an online beauty retailer

The Challenge

In the competitive Christmas marketplace, the online beauty retailer encouraged shoppers to buy their loved ones beauty products as gifts, and aimed to improve their standing against major high street competitors.

The Execution

In Autumn 2015, the online beauty retailer ran an advertising campaign, which included tube carriage panels and magazine inserts. In order to capture the effectiveness of this campaign, in December 2015 we measured campaign metrics, in association with Dipsticks Research. The sample consisted of 370 female respondents:

  • 50% 18-34 year olds

  • 50% 35-44 year olds Test Sample: London tube users Control Sample: Non-tube users who live outside of London

The Results

Almost three quarters of London tube users who recalled the tube carriage ads took action with regards to the online beauty retailer.

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Information

Results

Ad recall

3 in 5 London tube users recall at least one of the online beauty retailer ads


Driving action

1 in 5 bought products from the online beauty retailer in the last 2 weeks