DOOH Marketing
CPG — Hair Care Brand
+47% Awareness Lift
Campaign Objective
A hair care brand was looking to drive awareness, consideration, and purchase intent for its products across multiple key markets including Chicago, Houston, Los Angeles, Miami, New York City, Philadelphia, and Phoenix.
Venue Types Used
Audience Targeting Approach
Used purchase data to build an audience of consumers who had previously bought hair products. Analyzed their aggregate audience patterns and placed ads on high-impact billboards timed to when and where the audience was most likely to be.
Results
+47%
Awareness Lift
+21%
Consideration Lift
+18%
Purchase Intent Lift
How this was measured: Result as reported by the campaign's measurement partner; method not independently verified by Goldfish. This result sits above our 3–15% benchmark range for visit lift; see how to read lift figures.
Insight
Campaign exposure in contextually relevant venue types successfully drove lift across all campaign KPIs. By leveraging purchase data to find consumers who already buy hair products and intercepting them on high-impact billboards across seven major metros, the hair care brand achieved a 47% awareness lift, 21% consideration lift, and 18% purchase intent lift — showing that data-driven billboard targeting outperforms traditional broad-reach OOH.
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