As part of its international expansion strategy Rituals, the luxury wellbeing brand known for its home and beauty products, has launched its first localised Digital Out-of-Home campaign in Spain, using the Sage+Archer platform.
Intensifying awareness using DOOH
This campaign is part of a bigger standardisation change from HQ that helps local marketeers set up campaigns to global brand standards, but enabling local relevance. Reaching consumers for a new store opening in Seville, Spain, Rituals looked to DOOH to amplify that launch. Using the Sage+Archer platform they are able to target digital screens within a 1km proximity around the new store in the Spanish city. This also allowed the cosmetics brand to use time targeting to adapt and promote the store opening hours, as well as de-activating the campaign at quiet times such as the afternoon siesta.
Dynamic creative and location targeting also easily enabled them to display the store’s location in the creative. Focusing on screens near malls and inner city roadsides, they gained wide reach, and divided the campaign into two messages – on the day of opening and after. On the opening day they used creatives that highlighted the new store opening, showing the ambience of the store and location details.
Once awareness of the new store was achieved, creative changed to focus on product, but maintaining the store location to lure consumers in.
Rituals localisation strategy for digital out of home
This campaign is part of a bigger localisation strategy that enables local marketeers to set up DOOH campaigns with ease and efficiency, respecting global brand guidelines but ensuring a local relevance.
The Amsterdam-based brand has 1000 stores in 36 countries across the world, stretching from New York, to the Netherlands and Hong Kong, with a dedicated local marketeer in each country. Rituals’ headquarters team wanted to enable these marketeers to set up localised Digital Out-of-Home in a quick and efficient way, but ensuring consistency in imagery and branding.
Combining their own data, they make use of the S+A planning tool to automate the process of enabling local marketing managers to get accurate insight of their potential reach, screens environment and location, aligning actions between countries, but facilitating and maintaining local relevance.
Dynamic creative on another scale
To increase efficiency further, Rituals built standardised dynamic creative templates for individual store activations. These templates can easily be localised by both language and store locations, further increasing speed of activation and relevance to the consumer.
Spain is unique! Its people, its culture, and even the opening hours of retail stores differ per region from Seville to Madrid or Barcelona. In some cities stores open all day, others close for the siesta, programmatic execution with application of data and dynamic creative allow Rituals to adapt appropriately. Flexibility and control are needed to implement a DOOH campaign, to adapt to consumer patterns throughout the week, localise messaging, and time and location target for maximum effectiveness.
This approach has successfully executed in other European markets too, Italy, Germany, France and The Netherlands.
Get in touch with Sage+Archer
Do you want to know more about dynamic creatives, HTML5, or want to create your own DOOH campaign? Get in touch with Tim Markestein, Head of Client Success via mail or call us: +31 20 702 8206. Curious? Log into the Sage+Archer platform or request a demo!