The Gut Stuff's OOH campaign seized consumer attention through contextual relevance with questions within the copy specifically tailored to the geographical locations where the posters were displayed. Attention clearly translated to action and had a significant positive impact on other communication channels too. On-site sales increased by 73% and website user numbers by 165%, and Gut Stuff posters were used to illustrate an article in the Guardian inspired by the journalist spotting the campaign while out and about.
Despite this being a small, targeted campaign, our unique creative and OOH’s ability to attract attention and build intrigue and awareness led to exceptional business results as well as more than a few double-takes! The campaign therefore achieved our ultimate goal, which is to see thousands more people ‘living that gut life'.Lisa Macfarlane Founder & CEO, The Gut Stuff
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Campaign outcome: Private and Public Screen
The Visit Korea Channel Waitrose Digital Out-of-Home campaign fulfilled its objectives of prompting consideration and positive perceptions of South Korea as a holiday destination; and encouraging those exposed to the DOOH campaign to watch the destination videos on YouTube. YouTube hits were on average +34% higher per day during the DOOH campaign. Views for the advertised 'Visit Seoul' video content alone were equal to views for the rest of the Visit Korea YouTube content during the campaign period. Overall, the campaign boosted awareness, consideration and buzz for the brand.
The Digital Out-of-Home element of our campaign fulfilled a key objective by increasing engagement with our YouTube content by more than a third. It led to the same number of views for our ‘Visit Seoul’ film, which the Waitrose campaign put firmly in the spotlight, as the other videos put together.Ruby James Marketing Coordinator, Visit Korea