OOH campaign has a significant impact on action towards this fashion retail brand


The Challenge 

A successful high street fashion retailer, wanted to raise brand awareness and drive footfall to stores in key cities throughout the UK.

The Execution
In 2015, the fashion retailer ran an Out of Home advertising campaign to amplify the TV advertising that was also running for the brand. The Out of Home campaign could be seen in London Underground stations, on buses, as well as, in shopping malls. In order to capture the effectiveness of this campaign, we measured campaign metrics, in association with Dipsticks Research. The sample consisted of 800 female respondents aged between 18-39 years.

•Test Sample: 37.5% London, 37.5% key Urban cities
•Control Sample: 25% other UK cities

The Results

Increased spontaneous ad awareness was found in Test areas, with Test London respondents being significantly more likely to recall advertising for the brand. Those who recalled the advertising were also more likely to have made a purchase from the fashion retailer within the last two weeks.

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Customer conversion

2 in 5 of people who recalled the ad visited one of the brand's stores

Drives awareness

1 in 4 Test London respondents recalled the retailer's advertising

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