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  • Case study states_Salon brand 2

Bus advertising reinforces positive statements about the brand

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, the salon haircare 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 

Ad recall impacts on brand perceptions positively. Respondents who recall the ads are also significantly more likely to agree that buses are a good place to advertise this brand’s products.

Salon Haircare Brand statements

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Positive association

54% of those who recalled the bus ads saw the brand as premium for hair products.

Audience synergy

63% of people who saw the bus ads agreed that it caught their attention.