Remarkable Outdoor Living's Strategic Partnership Campaign: A Case Study in Contextual and Effective OOH Advertising
Table of Contents (Click to show/hide)
Monthly
Active User Rate
Daily
Campaign Budget
Increase
Click-through Rate
Growth
Return on Investment
Customer
Segmentation
Prioritisation of
Limited Resources
Competitive
Responses
Consumer
Change
A Deep Dive into Remarkable Outdoor Living's OOH Strategy
In the dynamic marketing landscape, Remarkable Outdoor Living's strategic partnership with TMS and Coles Express stands as a testament to the power of contextual and effective advertising. As the head of marketing, I spearheaded this initiative, focusing on a partnership-driven approach to enhance our brand's presence during our Birthday Sale in October.
Strategic Partnership
The campaign's foundation was a mutually beneficial partnership with TMS. We provided quality outdoor furniture at a 2:1 ratio in exchange for advertising space, maximising our reach and emphasising our commitment to strong business relationships.
Creative Process
The journey to design our video and billboard creatives was a blend of creativity and strategic thinking. For the video, we followed the ABCD framework, ensuring our content was attention-grabbing and resonated with our audience. The Birthday Sale campaign featured vibrant visuals, including fireworks and balloons, maintaining consistency with our digital ads. For more on the Youtube's ABCD framework, see my article Facebook and TikTok Creative Playbook.
Billboard Design Breakdown
The billboard design process was equally meticulous. We chose a "Creating a canvas from scratch" theme, using red and yellow colors to align with our brand. The design transitioned from a sketch to a full image, symbolising the transformation of outdoor spaces with our products.
The billboard featured an innovative design, blending a realistic photograph of an outdoor seating area with artistic sketches. This combination of art and reality perfectly captured the essence of Remarkable Outdoor Living's ethos of personalisation and creativity in outdoor decorating.
The real portion of the image highlighted a stylish sectional sofa with grey cushions and vibrant yellow accent pillows, set against a wooden flooring backdrop, evoking a cozy deck setting. A coffee table with tasteful decorative items and a sketched single chair created a fascinating blend of art and reality.
The vibrant orange background was attention-grabbing and thematically relevant, symbolising the energy and creativity that Remarkable Outdoor Living brings to outdoor spaces. The phrase "Your Space Our Canvas" emphasised the brand's commitment to offering personalised outdoor living solutions, while the inclusion of the brand name reinforced its identity.
Location Strategy
Choosing the right locations was crucial. We selected sites near our stores to maximise impact. Here's a comprehensive list of locations and their proximity to our stores:
Data-Driven Results and Research
Overview of the Performance Report
The performance report for Remarkable Outdoor Living's DOOH advertising campaign reveals significant achievements in terms of repetitions and impressions across various locations in Australia. The data, spanning from October 16th to October 30th, 2023, showcases the effectiveness of the campaign in reaching a wide audience.
Key Metrics and Insights
- Total Repetitions and Impressions:
- Achieved Repetitions: 512,430 (against a planned 429,264)
- Performance: 119.37% over the planned repetitions
- Total Impressions: 1,447,451 (100% performance as per the planned target)
Weekly Performance Breakdown:
- The week starting October 16th saw a performance of 113.42% in repetitions, with 243,439 repetitions achieved.
- The following week, starting October 23rd, marked an even higher performance of 125.33% in repetitions, totaling 268,989.
Location-Specific Performance:
- The campaign was executed across various locations in Victoria, New South Wales, and Queensland.
- Each location demonstrated a high performance in repetitions and impressions, often exceeding the planned targets.
Notable Locations and Performance:
- Victoria: Locations like Nunawading and Forest Hill showed remarkable performance with over 174.77% in repetitions for Forest Hill.
- New South Wales: Locations like Alexandria and Woolloomooloo achieved over 109% in repetitions, with Woolloomooloo reaching a staggering 140,434 impressions.
- Queensland: Locations like Balmoral and Breakfast Creek exceeded expectations with over 119% performance in repetitions.
The Power of DOOH in E-commerce
Digital Out-of-Home (DOOH) advertising has been pivotal in expanding the upper funnel customer base for e-commerce. A study by Ocean Outdoor suggests that DOOH can increase brand awareness by up to 48% and drive a 17% uplift in sales (Ocean Outdoor Study). This data underscores the potential of DOOH in enhancing online visibility and sales.
Impact and Conclusion
This campaign highlights the importance of innovative partnerships and data-driven strategies in marketing. The collaboration with TMS and Coles Express not only enhanced our brand visibility but also significantly contributed to our sales growth.
A special acknowledgment to my team, Brand & Partnership specialist Stephen Wu (LinkedIn Profile) and Designer Ria Wan (LinkedIn Profile), for their invaluable contributions to this successful campaign.
