Bubly increased purchase consideration and ad recall with DOOH
The sparkling water campaign saw an increase in store traffic, brand awareness, and campaign recall.
BACKGROUND
PepsiCo Bubly launched a nationwide summer campaign for its refreshing sparkling water. The goal was to drive brand awareness, product consideration, and foot traffic to stores that sold the product.
STRATEGY
Bubly took advantage of Adomni’s programmatic DOOH platform to engage consumers across fourteen priority markets. The campaign targeted the most optimal outdoor screens including large-formatted roadside digital billboards and urban panels that are in close proximity to store locations where the product was sold. The campaign also included retail and pharmacy screens to drive lower-funnel awareness and in-store conversions.
The Goals
- Direct audiences to visit stores where product is sold
- Increase sales for the Bubly product
Our Approach
- Ads were served programmatically across five venue types, including large-format billboards to generate awareness and place-based screens in grocery and convenience stores to capture consumers at the bottom of the purchase funnel
- Utilized audience data plus lookalike audiences to target most relevant screens
- Allocated day parting to specific venue types to ensure ads were seen during optimal times of the day
- Targeted screens that were in close proximity to participating retailers with point-of-interest geo-targeting
- Showed a variety of product-focused ad creative to engage audiences and drive brand recognition
The Results
- Generated a 51% lift in ad recall
- Delivered 80M impressions across 5,000 screens
- Exposure to the DOOH campaign increased purchase consideration by 7%
and brand opinion by 11% - Audiences exposed to DOOH ads were 27% more likely to visit stores
than non-exposed audiences
Real World DOOH Ads
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