OOH Case Study: The Impactful Out of Home Campaign of Brew Dr. Kombucha
Objective
In Q1 2019, Brew Dr. Kombucha’s main goal was to drive brand awareness and consideration in their top two markets, New York and Los Angeles. Within these two markets, they specifically wanted to increase visibility in trendy/hipster neighborhoods like Williamsburg/Greenpoint in New York and Echo Park/Silverlake in Los Angeles, to keep Brew Dr. Kombucha top of mind with their target consumer set, throughout their daily journey.
Activation
To generate awareness within the specific neighborhoods of each market, a strategy of large format wallscapes/high-impact bulletins, and custom transit shelter packages was implemented to reach both vehicular and pedestrian traffic, in areas where traffic patterns were heaviest, and impressions were highest. Specific units were selected that provided the landscape to showcase the bold artwork and messaging that resonated with the community.
Results
The OOH featured real people in a simple, but colorful design that echoed brand sentiment in neighborhoods where media was activated. The fun, organic feel to the campaign reached people who are core to the brand values, where they live and move about these markets. The campaign overdelivered in impressions & value with an additional 7MM IMP’s and $400K in value.