From its origins in the UK over 20 years ago, Alliance has grown to become a significant international healthcare group, marketing around 80 products in over 100 countries world-wide.

The Challenge

The challenge with this brief was specifically to help to drive footfall into retailers and to drive offline sales. Prior to this activity, all spend had been focused online driving through to the Kelocote website. However, with a large majority of product sales happening in store we wanted to ensure that we were driving awareness close to the point of purchase to ensure that we were front of mind to customers, especially when faced with competitor brands and products. Whilst we want to deliver maximum exposure and impact, we also wanted to ensure that we were as targeted as possible to minimise wastage and maximise ad spend and efficiency. The target audience for Kelocote is very niche – women 25-50 that have a scar requiring treatment, have a interest in beauty / health and a relatively high disposable income.

Our Solution

We identified OOH as a channel that would drive maximum impact and awareness on the high street, close to the point of purchase. However, buying ‘traditional’ OOH campaigns risked a high amount of wastage, given the niche target audience for the brand. By using programmatic OOH, we were able to utilise real time targeting capabilities (through a combination of data, location and context) alongside mobile phone IDs to only ‘trigger’ the OOH ads when someone in our target audience was in close proximity to the panel. We also overlaid this with a store list provided by the client, and specifically targeted panels that were within 250m of the store. Alongside the Digital OOH activity, we also ran a supporting mobile campaign specifically targeted the same users on their mobile phones, to increase frequency of messaging and for a truly integrated campaign.

The Results

• >13k visits to store generated by campaign
• 47% ad recall by exposed audience
• 33% uplift in likelihood to buy achieved

The OOH campaign drove 530k impressions, and 13,491 visits in store (measured through the mobile data) – this resulted in a cost per incremental visit of just £0.93. The campaign resulted in an ad recall of 47% (vs. an average of 10%-40%). The campaign also resulted in 23% uplift in brand favourability (exposed vs, control) and a 33% uplift in likelihood to buy. Overall, 41% of the exposed group said they were likely to buy, vs. only 8% of the control group.