About Maison 123
Part of the Etam Group, Maison 123 is a French ready-to-wear brand created in 1983. Known for its elegant, timeless collections, Maison 123 offers a refined and conscious wardrobe, offering high-quality pieces crafted with care, to accompany women at every stage of their lives.
About Grenadine
Grenadine is a Paris-based communications agency specialising in public relations and influencer marketing. The agency supports its clients with innovative, tailored strategies, placing people and strong relationships at the core of its approach. With a family-driven culture, Grenadine fosters lasting partnerships.
The challenge: Turning visibility into footfall
In spring 2025, Maison 123 launched a new collection and was looking for a media strategy to highlight their fresh, vibrant pieces and increase visits to their physical stores. The brand wanted to strengthen awareness and presence in urban environments, particularly around their existing boutiques, to encourage spontaneous visits and position themselves top-of-mind during moments of everyday mobility.
Programmatic DOOH allowed them to precisely reach their desired audience based on location and behaviour.
Combining geotargeting with audience data for maximum relevance
The campaign, designed and deployed in collaboration with Displayce and Grenadine, ran for five weeks from April 2nd to May 6th 2025. It was broadcast across a wide national network of DOOH screens located in 50 cities where a Maison 123 store is present.
Rather than a national approach, the strategy focused on hyper-local visibility: a 1 km radius around each of the 92 boutique locations was activated, ensuring the brand was always present in the daily path of potential customers. Whether walking through a shopping center, waiting at a bus shelter, or commuting by train, consumers encountered the brand’s creatives at moments when they were just steps away from a nearby store, often less than one kilometer away.
To maximise relevance, Displayce and Grenadine layered in audience data targeting, using a fashion-lover segment to ensure that each impression reached a person already interested in similar products. This combination of geographic precision and data-driven targeting amplified the chance of engagement and conversion.
Eye-catching creatives to reflect the Maison 123 values
Maison 123 developed two dynamic and captivating creatives, each designed to quickly capture attention in high-traffic environments while conveying the brand’s core values of refined elegance, quality, and everyday style. The visuals echoed the themes of the new collection, creating a strong sense of visual continuity between the campaign and the in-store experience.
A broad and targeted delivery
The campaign was delivered on 1,704 DOOH screens across France, in venue types that included urban panels, train stations, subways, office buildings, and shopping malls, all locations offering high exposure. Thanks to this setup, Maison 123 generated over 1,704,733 impressions and 71,667 plays throughout the campaign period.
By using programmatic buying, the brand was able to optimise the diffusion based on timing, location and audience presence, ensuring that each display happened at the right moment and in front of the right audience.
Maison 123, a campaign built to drive results
To evaluate the effectiveness of the campaign, a brand lift study was conducted. By surveying a group of users exposed to the campaign and comparing their responses to a non-exposed control group with the same demographic profile the survey uncovered clear and measurable uplifts across key brand metrics:
These results highlight the strength of the strategic approach: by reaching consumers at the right time and place, and aligning messaging with interests, Maison 123 successfully enhanced their visibility and drove meaningful engagement.
This campaign illustrates the power of programmatic DOOH when intelligently deployed. With precise geolocation, high-quality creatives, and relevant audience segmentation, Maison 123 transformed visibility into real-world impact bringing fashion-lovers into their boutiques and reinforcing their brand’s positioning across the country.
By choosing Displayce’s media buying platform and leveraging the potential of programmatic targeting, Maison 123 demonstrated how retail brands can use DOOH not just for awareness, but for driving action and boosting in-store performance.
