Mediacom & Screenbase, France
The primary objective was to strengthen Evian’s brand notoriety in particular among the target audience, which was composed of women with young children in order to establish Evian as the preferred choice of mineral water for babies.
The campaign was launched in January 2022 and was run by Screenbase, France who used the Hivestack DSP to create a custom audience, which included parents with children under the age of 10.
Hivestack’s trusted geofencing technology enabled Evian to engage with its target audience in key locations, such as daycare centers, kindergartens, elementary schools, amusement parks and children’s stores. When the precise target audience device IDs were identified at these key locations, Evian’s campaign was activated programmatically across all DOOH screens within the geofence between the hours of 8am to 9pm.
A post-campaign brand lift study was conducted to determine the impact of the ad on exposed vs non exposed audiences. The unique custom audience created for this campaign were asked a series of questions - they admitted to having experienced a strong impact on their purchasing intent and brand consideration for Evian.
The study also observed that:
60% of respondents admitted to having seen Evian’s ad several times
61% of the respondents use bottled water for their kids, indicating that the right audience was targeted at the right locations
164% increase in intent towards the brand among the core target audiences with the messaging, “test Evian for your family”
123% increase in ad recall using the messaging ,”purchase Evian”
“The Danone group’s iconic water brand, Evian, trusted us to orchestrate a national audience-based DOOH programmatic campaign in order to maximize visibility and limit loss among young parents. A strategy that has proven effective in increasing intent among our core target audience!” - Laura Chuat, Budget Manager, Screenbase