OOH Advertising Experts: Bringing Out of Home Stories to Life for NAADAM

NAADAM Sees Sales Lift Attributable to OOH Investment

Objective

Naadam, a premium cashmere fashion brand, was looking to launch an Out-of-Home Spring test campaign in April 2022, with the performance of the campaign used to guide the strategy of their larger multi-market Fall campaign.  The campaign goal was to drive awareness, consideration, and build adoption for NAADAM. The two core demographics the client was looking to reach were urban millennials and suburban women.

Activation

Project X and Naadam developed an activation strategy for the Spring OOH campaign - using our tech and market knowledge, we developed various planning options at different budget tiers to reach the desired demographic in both San Francisco & Chicago. To specifically target this audience, we first segmented the priority markets by zip code to ensure we identified the areas that over indexed against a Concentration of ‘Females 25-54 With HHI $75,000+ AND Have College Degree OR Higher Who Shopped On The Internet For Women's Clothes/Shoes/Accessories In The Past 6 Months’. Benchmarks were then set for media delivery, to ensure adequate weight levels to saturate this audience within each market. Ultimately, the Chicago market was removed to concentrate all efforts in San Francisco.

Within San Francisco, OOH was used to blanket areas of the market where our audience over-indexed, specifically in zip codes that skewed highest against our custom audience. The media-mix included street-level formats such as high-impact pillars in Downtown San Francisco, as well as an expanded network of bus shelters in our top performing zip code quintiles. Additionally, we included strategically placed highway bulletins, premium wallscapes in high-traffic areas, and Ultra Super Bus Kings running on specific routes across the market. This multi-touchpoint campaign was crafted to ensure we delivered a minimum 40% reach & 8x frequency against our two demographic targets.

The highway bulletins were placed on key roadways in and out of the main Downtown areas where traffic is known to be heavy, with the high impact wallscapes used to extend reach & impact - to add to the campaigns visibility, the NAADAM team worked to post the activations on social media. To validate the OOH efforts, an attribution measurement study was executed to understand who was  exposed to the OOH messaging, the actions taken afterward, and how they contributed to brand lift. Pixels were placed on the NAADAM website, one to track site-wide visitation, and one to track conversion. The pixels were placed prior to the OOH campaign launch to track web visitation pre-campaign compared to when media went live. The pixel on the checkout page provided insight into how the OOH drove lower-funnel purchase conversion. 

Results

Media partners provided ad logs for all digital media, and way point logs were provided for transit media, to track bus routes in real-time. When measuring the attribution, a 14-day conversion window was used, meaning the test group had 14 days to convert after being exposed to an OOH message. When analyzing the results vs. established benchmarks, the NAADAM campaign performed well above average when compared to brands with similar website traffic.

We observed a positive, statistically significant net lift for the campaign. Exposed consumers were 116% more likely to visit the Naadam website than unexposed users. Exposed users visited the Naadam website 63 times in the pre-period and 160 times in the post period. With regards to conversion, exposed consumers were 350% more likely to convert on the Naadam website compared to the unexposed user. Exposed consumers performed the conversion action 1 time in the pre-period vs. 4 times in the post period.

The total contracted impressions against Adults 18+ were 32,008,178 compared to the delivered impressions of 63,946,194, resulting in 100% over-delivery for the 4-week campaign. Naadam received a total of $95,300 in added value in San Francisco overdelivering on all measured demographics including an additional 5,626,842 impressions against Females 25-49 yrs HHI $75K+ and an additional 2,367,674 impressions against Females 35-64 yrs HHI $75K-$150K.

Through our post campaign analysis, we documented learnings, both from a creative & media perspective, helping us to optimize planning for Fall. While the USK’s provided an impactful, street-level transit presence, the creative team found them difficult from a design perspective, and we will now evaluate alternative transit formats for the Fall campaign. Additionally, we will be extending the conversion window for the attribution study from 14 days to 30 days for the Fall activation - this will help account for the specific conversion window associated with products at this price point, and various other factors contributing to purchase decisions.