Shopbop
Brand Awareness & Pop-Up Visits Increase Due to OOH Dominating Iconic NYC Shopping Areas
Objective
In September 2019, Shopbop wanted to increase awareness of the brand and it's 20th Anniversary Collection in New York City, by driving traffic to the Soho pop-up (Spring Street) store location and Shopbop's website to ultimately drive sales.
Activation
In partnership with Project X, Shopbop worked to dominate iconic shopping areas of NYC, including Soho, to support the pop-up shop focusing OOH in key pockets of NYC with areas of high concentrations of the target. We simultaneously launched the campaign over a 4 week period to flood selected geographies with Shopbop messaging, amplifying OOH with targeted unique / impact media to extend messaging, serve as a constant reminder, and break through the clutter during busy NYFW in a relatively saturated media market. We were able to showcase different messaging on DOOH throughout the course of the campaign to stay fresh, relevant and interesting, and conducted research to assess brand lift, overall campaign performance and gain learnings to guide future efforts.
Results
The results of the campaign were extremely successful delivering the following:
+55% Over Delivered Impressions
+20% Media Savings
+53% Brand Awareness Lift
+21% Brand Perception / Opinion
+28% Purchase Intent
25% Visitation (to pop-up with 68% intending to go)
Industry Benchmarks (national):
● On average, 40% of OOH media viewers are highly engaged with the ads and look at the messages either all or most of the time (as compared to 53% Awareness for Shopbop).
● 50% of US residents noticed street level ads in the past month
Considerations:
● Strong competition in the market in the same category
● Relatively small sample size (but statistically significant)
