In a bid to boost sales of its “Strong & Long” series, Sunsilk, a household name in haircare, teamed up with Mindshare and Adsquare to redefine their marketing strategy. Through the integration of Adsquare's Measurement solution, Sunsilk and Mindshare set out on a mission aimed at boosting campaign relevance and amplifying sales performance.
Challenge
With FairPrice supermarket shelves stocked across Singapore, the challenge to capture audiences' attention and drive store traffic was set. The goal was to enhance the relevance of a refined DOOH campaign targeting female audiences near FairPrice supermarkets. However, the critical missing piece was a technology solution capable of accurately measuring footfall to bridge the gap between ad exposure and actual store visits.
Solution
Enter Adsquare Measurement. Offering complete transparency in user-consented data collection, this innovative technology accurately attributed store visits to users exposed to Sunsilk's DOOH ads. Leveraging this data, Mindshare was able to quantify real visits to FairPrice supermarkets in Singapore, going beyond mere impressions or CPM metrics. By measuring footfall in real-time, Sunsilk and Mindshare gained the ability to swiftly reallocate their advertising budget to the most effective frames, maximising their spending and ensuring optimal campaign performance.
Results
- 184% increase in post impression footfall to FairPrice supermarkets
- 8% value sales uplift in April 2023 vs March 2023
- 11% sales uplift compared to average H1 2023
The campaign delivered outstanding results, showcasing the effectiveness of Sunsilk's integration of footfall data. With the increase in sales, Sunsilk's data-driven approach proved immensely successful.
Impact
The integration of Adsquare's digital solutions resulted in remarkable impacts:
- Measurement enabled Sunsilk and Mindshare to understand how their DOOH ads were driving store visits in order to further optimise strategies and improve relevancy
- With accurate measurement of footfall data, Sunsilk's team was able to minimise budget wastage and maximise ROI, ensuring efficient resource allocation for optimal campaign performance.
"Exceptional work done by the Mindshare SG, The Trade Desk and Adsquare teams. Their innovative approach harnessed DOOH to optimise footfall with the help of Adsquare's measurement solution towards one of Singapore's leading supermarkets." - Zoey Song, Beauty & Wellbeing Media Manager at Unilever
Tech
Measurement: Leverage our daily visitation data feed to measure store visits in order to optimise your campaign on the go.
DSP Integration: Adsquare seamlessly integrates with major DSPs, allowing you to plan, model, and activate your campaign within your preferred DSP, all without leaving the Adsquare platform.
Get in touch
This success demonstrates the transformative impact of digital innovation on a company’s growth. Sunsilk effectively revitalised foot traffic by implementing targeted campaigns and rigorous performance evaluation, establishing itself as a leading brand in the competitive haircare market.
To delve deeper into this campaign and explore how its strategies can benefit your brand, simply fill out the form below. Our team of experts will reach out to provide further insights.