Developing awareness of Avene’ sun care products with Publicis Media
Real-time bidding only on DOOH billboards overrepresented by the target audience when the UV index was higher than 3.
Result : 61% positive intent following the campaign
Objective
Uplift in awareness through an ultra-targeted device
Location
Metropolitan France, in close proximity to the sales points of Avène sun care products
Partners
Publicis ; JCDecaux – Médiatransports ; VIOOH
The Eau Thermale Avène brand, particularly with its sun care range, is a brand of Pierre Fabre Cosmetics whose goal is to innovate for the health of sensitive skin while ensuring respect for nature. The Avène sun care brand is distributed in numerous specialized points of sale.
For this campaign, Avène and Publicis programmatically purchased JCDecaux and Médiatransports’ DOOH screens. The targeting operated on the Displayce DSP allowed the pre-bid selection of Adsquare’s audience data “Women 25-54 years old” coupled with the use of a UV trigger higher than 3, to only purchase screens that overrepresented the target audience in real-time.
The campaign’s effectiveness was measured through a brand lift survey conducted by Happydemics via the Displayce DSP. Avène’s range of sun care products experienced a 16-point uplift in awareness, and 61% of the impacted consumers expressed positive intent after seeing the campaign.
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