Ritual

OOH Campaign Brings 85% Lift in Brand Awareness & Increased Brand Likeability

Objective

Ritual was founded on the belief that better health begins with better ingredients, which was the core of their “Not A Miracle” 2018/2019 New Years campaign which ran in New York City. This campaign was built to raise awareness of Ritual and their company's commitment to put consumers heath first, and direct traffic to Ritual's website to increase sales of their woman's multi-vitamin, by breaking through the clutter and speaking directly to consumers in a unique way.

Activation

Project X and Ritual developed a launch strategy for their first OOH campaign in New York, which aimed to target commuters on the New York City subway. The campaign dominated the subway system and included a station domination at Broadway/Lafayette station, and high weight levels of subway car card squares, which painted the subways in Ritual's signature yellow. A third-party research study was conducted to measure the results of this OOH campaign to help assess performance and ROI.

Results

Ritual's NYC Campaign was deemed a huge success for the brand. The campaign increased awareness, consideration and likeability for the brand. They saw an 85% lift in brand awareness as a result of the OOH campaign and 70% of survey responders said they liked Ritual's subway ads.