As the retail sector recovers post-lockdown, British high street fashion brand New Look opted to boost their programmatic digital out-of-home (DOOH) campaign to promote its new Autumn/Winter 2021 collection.
The retailer set out to increase customer awareness and drive traffic to both online and in-stores, with a campaign that was measurable and cost-efficient.
New Look teamed up with Hivestack, an independent programmatic DOOH ad tech company, in partnership with media agency Kepler. Hivestack’s purpose-built, full-stack programmatic DOOH platform was chosen for its ability to precisely target consumers outside the home, while providing extensive measurement insights and capabilities.
Re-engaging consumers was vital for high street brands post-pandemic. Despite marketing budgets increasing towards the end of 2021, ongoing infection rates for COVID-19 and supply chain issues still meant marketers were cautious throughout the year.
New Look not only needed to pivot messaging rapidly to better target and engage with key audiences but also to effectively measure the outcomes of their DOOH advertising to prove budget efficiency.
To maximise the effectiveness of New Look’s spend, Hivestack developed its strategy using its ‘Custom Audiences’ solution. It identified four custom audience groups it would target utilising programmatic technology across DOOH screens.
The first audience group was located near New Look key locations. Privacy-compliant mobile device IDs were observed in New Look stores then DOOH screens were activated around these locations. Hivestack also identified frequent shoppers in competitor stores, targeting them in a similar manner.
New audiences were identified in high traffic locations, with DOOH ads being placed in these areas to increase brand awareness and engagement. Finally, Hivestack utilised the flexibility of programmatic DOOH, introducing a new strategy mid-campaign – specific store locations were targeted with the additional ‘Anne-Marie’ collection to increase exposure for the brand.
The campaign was the first to utilise Hivestack’s full DSP offering. By managing creative display rotation as well as weighting delivery among various sets of messaging, Hivestack was able to drive improved performance for New Look throughout the process.
This campaign was also the first Open Exchange buy in the UK to reach audiences as they moved between various DOOH environments (such as gyms, offices and roadside), identifying and scaling up for key locations as part of a regional test.
The campaign reached more than double the number of consumers it had originally planned to. Across 1544 unique screens in five major UK cities it made a total of 20.5 million impressions.
This directly led to an increase in footfall to New Look’s physical stores. By comparing results from the exposed audiences to a control group, the brand recorded a 63% lift across 95 key locations, a 67% lift across areas where ads were run near New Look competitors, and a 73% lift near stores where the New Look Anne-Marie messaging was run.
Jake Wrigley, Head Of Activation, Strategy, Kepler said: “Working with Hivestack, we were able to utilise their audience-first planning capabilities to plan a string of strategies that focused on; consumer behaviours, client business priorities, competitor conquesting and key contexts nationally.
“Hivestack were also able to provide access to a vast network of relevant and premium inventory through their seamless integration of the demand and supply chain. Their in-house experts were highly collaborative, becoming an extension of our team, which resulted in us delivering a DOOH campaign that was cost-efficient and effective at delivering on KPI’s.”