Salonpas, a pioneer for the development of topical pain patches used to relieve minor aches and pains, was looking to reach consumers across the US. With the known pressures of the holiday season, Salonpas targeted audiences with seasonally relevant messaging. Given that unique messaging, timing, and placement was of highest importance, targeting audiences on the go was top of mind.
Through their media agency Billups, they leveraged programmatic digital out of home (DOOH) to drive sales in-store and online. Working closely with Hivestack, they ran two campaigns simultaneously across 25 markets during the month of December. While one campaign focused on driving brand awareness with adults 50+, the second campaign targeted adults 18+ and implemented point of interest (POI) targeting.
By using POI targeting, the team was able to identify and target consumers within a 1-3 mile radius of specific stores. Running not only one campaign but two, during the busiest time of the year, did bring some challenges. To avoid challenges hitting tight CPMs and low inventory, it was critically important that the campaign was set up to optimize daily. This in turn, allowed the team to deliver the campaign by way of the top performing screens and markets resulting in 78 million impressions.
By leveraging the unique benefits of programmatic DOOH, the Salonpas campaign met target KPIs and measured the impact instore via relevant retailer loyalty programs. Optimizing the campaign daily allowed flexibility to pause, monitor and evaluate each campaign in real-time.
This campaign applied two strategies:
POI proximity radius targeting
This allowed the campaign to successfully reach consumers around different points of sale with precision and deliver the desired CPM.
These tools helped the campaign to successfully deliver 4.3X against ROI.
Salonpas (Billups) also partnered with Catalina, to track uplift in sales via a loyalty card program with key retail vendors to analyze lift. The results included a test showing:
31.39% of stores were above the National Lift Average.