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June 1, 2023
Challenge: Neutrogena faced the task of expanding the reach of its marketing campaign to effectively announce and promote its new Bright Boost range. They aimed to overcome the challenge of capturing the attention and interest of their target audience amidst a competitive market landscape.
Objective: The objective of the campaign was to successfully launch Neutrogena’s new Bright Boost range in India by leveraging a 360-degree digital-first outreach program across various platforms.
Solution: Neutrogena strategically utilized the Digital Out-of-Home (DOOH) screens in T2 Prime Passage at Mumbai Airport to amplify the launch of its new product. Leveraging the power of DV360, the brand activated a programmatic campaign across 38 physical screens strategically placed in high-dwell areas of the airport, ensuring maximum exposure to the target audience. Moving Audiences played a crucial role in planning the campaign by providing valuable insights on forecasted Reach, Potential Views, and Impressions data. This data not only guided the planning process but also served as a benchmark to measure the campaign’s actual performance and effectiveness.
Results: The campaign successfully generated 2.45 million impressions within 15 days, effectively reaching a substantial portion of the target audience. Notably, the afternoon time belt proved to be particularly effective in capturing the attention of the audience, accounting for nearly one-third of the total engagement. Additionally, the campaign resonated strongly with young adults, with 55% of the audience falling within the 16 to 34 age range.
Utilizing DOOH advertising in airports presents a unique opportunity for premium brands to connect with affluent audiences and capitalize on the extended dwell times. The availability of programmatic activation for these screens now enables brands to seamlessly integrate high-impact DOOH into their digital launch campaigns, enhancing their reach and impact.
Audiences were reached
The campaign delivered 105% more reach than what was initially planned.