Bus advertising for the brand had a positive impact on purchase consideration


The Challenge

This brand’s products are now more widely available and they hoped to drive awareness of this, while maintaining the premium feeling that surrounds their image.

The Execution 

In 2015, this salon haircare brand ran a high impact bus advertising campaign in conjunction with other media formats including press, digital, mobile and social. In order to capture the effectiveness of this campaign, we measured campaign metrics, in association with Dipsticks Research. The sample consisted of 1,000 ABC1 females who shampoo and condition their hair at least once a month.

•45% 18-24, 55% 25-34 Test Sample: 30% London, 50% key Urban cities Control Sample: 20% Rest of UK

The Results

Those who recalled the bus campaign were significantly more likely to consider purchasing this brand’s products within the next month. Ad recall also positively influenced brand associations, with respondents agreeing the brand is iconic and aspirational.

Bus ad impact on Salon Haircare Brand

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Bus advertising reinforces positive statements about the brand 

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Significant impact

49% of those who recalled the ad regarded the brand as iconic and 35% saw it as aspirational.

Drives action

1 in 5 respondents who recalled the bus ads would search for the salon haircare products online and almost 1 in 4 would seek products out in store.

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