Key Takeaways
- Delivered measurable incremental impact across the marketing funnel, demonstrating how an integrated Out-of-Home campaign influenced consumer perceptions beyond standard media delivery metrics.
- The campaign generated a 10-point uplift in brand awareness, 16-point uplift in brand favorability, and 13-point uplift in purchase intent among exposed audiences compared with the control group.
- Strengthened association with the brand's core proposition, with a 10-point uplift in consumers associating the brand with its key product benefit.
- Achieved 82% campaign memorability and strong brand attribution, reinforcing message effectiveness and creative recall.
- Delivered 8.9 million impressions and achieved 36% reach across the campaign market, providing the scale required to drive measurable brand outcomes.
Campaign Overview
A global social media platform partnered with Moving Walls to extend its digital campaign into Out-of-Home (OOH) for a leading skincare brand in Bangkok, Thailand, from 1–15 April 2026. By expanding the campaign into the physical world, the objective was to increase its reach and overall effectiveness.
To quantify this impact, Moving Walls conducted a Brand Lift Study comparing exposed and control audiences. The study measured how campaign exposure influenced awareness, brand association, favorability, and purchase intent, providing a clear view of the campaign's incremental contribution to business outcomes.
About the Brand
The campaign featured a leading skincare brand in the highly competitive beauty and personal care category. The objective was to strengthen brand awareness and reinforce a key product message through an integrated digital and Out-of-Home campaign, ensuring consistent visibility and engagement throughout the consumer journey.
Strategy & Planning
The campaign adopted an integrated cross-channel approach that combined digital engagement with high-impact OOH media.
Audience relevance remained central throughout planning. Delivery focused on consumers aged 18–44, closely aligned with the brand's target audience. Interest segments including beauty and wellness, fashion, entertainment, travel, and lifestyle further enhanced campaign relevance.
The strategy also emphasized message reinforcement. OOH provided broad visibility and repeated exposure in everyday environments, while digital channels extended engagement by reconnecting audiences with the campaign message during their online experiences.
To evaluate effectiveness beyond impressions and reach, a Brand Lift Study was incorporated into the campaign framework, enabling the team to understand how exposure influenced consumer perceptions and purchase intent.
Solution
Building Visibility at Scale
The campaign generated widespread exposure across the target market, ensuring consumers encountered the brand throughout their daily journeys. This consistent presence helped strengthen awareness and maintain visibility within a highly competitive category.
Reinforcing the Message
By extending digital creative into OOH environments, the campaign created multiple opportunities for audiences to engage with the brand message, reinforcing recall and improving recognition among exposed consumers.
Reaching Relevant Audiences
The campaign reached audiences that closely reflected the brand's target consumers. Exposure was concentrated among adults aged 18–44, with a slight female skew and strong representation across beauty, wellness, fashion, and lifestyle interest groups.
Measuring Real Brand Impact
Beyond campaign delivery metrics, the Brand Lift Study provided insight into how exposure influenced consumer attitudes toward the brand, enabling a clearer understanding of campaign effectiveness.
Outcome
The campaign delivered measurable incremental impact across the brand funnel, demonstrating how an integrated OOH strategy influenced consumer perceptions beyond standard campaign delivery metrics. Through Moving Walls' Brand Lift Study, audiences exposed to the campaign showed stronger results across awareness, brand association, favorability, and purchase intent than those who were not exposed.
Exposed audiences recorded:
- 10-point uplift in brand awareness
- 10-point uplift in association with the brand's key product benefit.
- 16-point uplift in brand favorability
- 13-point uplift in purchase intent
These results demonstrate that the campaign not only increased awareness but also strengthened consumer perceptions and their likelihood of considering the product.
Supporting these outcomes, the campaign delivered 8,957,510 impressions and achieved 36% reach across the target market, creating broad visibility among the intended audience.
This visibility translated into strong campaign recognition, with 82% of exposed audiences correctly identifying and attributing the campaign to the advertised brand. The findings reflect effective message delivery and strong brand recall.
Overall, the campaign demonstrates how integrated OOH campaigns can move consumers through the marketing funnel, from awareness and brand association to favorability and purchase consideration, while providing clear evidence of incremental brand impact.
Winning Strategies Brands Can Learn From
Cross-Channel Reinforcement Strengthens Recall
Combining OOH visibility with digital engagement created multiple opportunities for audiences to encounter and remember the campaign.
Relevant Audiences Drive Better Outcomes
Strong alignment between campaign delivery and audience interests contributed to higher recognition and stronger brand impact.
Consistent Messaging Improves Brand Association
Maintaining a clear focus on a single product benefit strengthened consumer understanding of the brand proposition.
Measurement Reveals True Campaign Impact
Brand Lift measurement provided valuable insight into how exposure influenced awareness, favorability, and purchase consideration beyond standard delivery metrics.
Conclusion
This campaign demonstrates how integrated Out-of-Home advertising can deliver measurable incrementality across the consumer journey. By combining the scale of OOH with digital engagement, the campaign not only reached relevant audiences but also generated statistically meaningful improvements in awareness, brand association, favorability, and purchase intent. The results reinforce the importance of Brand Lift measurement in demonstrating the true business impact of media investment beyond impressions and reach.
