A CNY serum launch beat its forecast impressions by 107.1%, over 30 days in Malaysia.
Malaysia · 30-day campaign · Premium DOOH · video · with GroupM
▸ The Challenge
Chinese New Year is peak gifting season and a crowded one. Lancome needed its limited edition serum seen near its own store locations, and needed the video delivery to be accountable rather than assumed.
▸ What We Did
- ▸Used Moving Audiences to shortlist premium panels near high-traffic malls
- ▸Screened sites against the brand image, not just the footfall count
- ▸Forecast audience impressions, then bought the peak hours that data showed
- ▸Reported actual audience delivery back against the original forecast
Why it worked: The forecast was made before the buy and checked after it, so peak-hour targeting could be proven rather than claimed.
▸ The Proof
107.1%
Above forecast impressions
105.5%
More audience than predicted
78%
Of audience were frequent mall visitors
Lancôme × Moving Walls · MalaysiaSource: campaign reporting · June 1, 2023 · movingwalls.com
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