Position Columbia as the go-to choice for outdoor activities with triggered programmatic DOOH
Explore Columbia’ success story. Spinnn and Displayce deployed a powerful triggered programmatic DOOH campaign to position Columbia as the go-to choice for outdoor activities.
About Columbia
Columbia was founded in 1938 in the United States. For over 80 years, Columbia has been dedicated to creating technologies and equipment for outdoor activities. The Columbia brand reflects the personality of its founder, Gert Boyle. They are guided by her legendary perfectionism with the motto, “It’s perfect. Now make it better.”
About Spinnn
Spinnn was founded in July 2021 and is part of the Labelium group, with its 1,000 digital experts worldwide. Spinnn is a programmatic and creative agency specializing in digital media. Their 14 consultants are located in various places, allowing them to have an international vision.
The Columbia campaign context
Columbia embarked on a mission to position their brand as the go-to choice for outdoor activities.
Spanning two distinct phases – the Warm Campaign from November to December 2023 and the Ski Campaign from December 2023 to January 2024 – Columbia’s branding efforts were meticulously designed to resonate with consumers – targeting 25-55 year olds – during the crucial winter season. The warm campaign aimed to raise brand awareness for the upcoming winter season, while the Ski campaign aimed to encourage purchase intentions.
In this context, Columbia, Spinnn and Displayce initiated simultaneous programmatic DOOH campaigns in five countries – including France, Spain, Switzerland, United Kingdom and Germany – to amplify brand activation and resonate with the right context and moments.
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Using triggered programmatic DOOH for maximum impact and repetition
The campaign was conducted by Spinnn and supported by Displayce’s DSP. It was broadcasted on JCDecaux, Clear Channel, Goldbach Neo, Mediatransport, Walldecaux, DAX, Global, and Livesystems DOOH screens. Columbia strategically placed its messaging across 5,764 locations, including urban panels, train stations, metro stations, and bus shelters. They also leveraged temperature-triggered programmatic activations, ensuring their ads appeared when the outside temperature dropped below 8 degrees, aligning seamlessly with consumers’ winter preparations.
Additionally, they deployed precise dayparting with custom scheduling by venue type and country. For example, transportation ads in France were broadcasted only from 7 to 10 am, 12 to 3 pm, and 5 to 10 pm.
The Columbia results
Columbia’s campaigns achieved remarkable success, exceeding objectives in both raising consideration and driving sales.
Across all five markets, the campaign generated 71 396 417 impressions and 7 802 059 plays. Displayce relied on Happydemics to conduct a brand lift survey to analyze campaign results. The mobile programmatic survey was conducted over a month during the warm campaign to analyze results and optimize for the Ski campaign. The answers demonstrated a significant uplift in brand awareness with +25 points on average for all markets, ensuring that Columbia remained top-of-mind for consumers as they planned their winter adventures. Looking at market by market results, performance in Germany was very good in the consideration ( +33 points) and specific intent (+48 points) KPIs. On the other hand, they were less important for the brand familiarity KPI, which performed very well in Switzerland (+19 points).
Through meticulous planning and execution, Columbia adeptly positioned itself as the premier destination for outdoor enthusiasts, effectively tapping into the desires and needs of its target demographic. By employing temperature-triggered programmatic activation and strategically selecting high-traffic locations such as transportation hubs and key malls, Columbia ensured maximum exposure and engagement with consumers at precisely the right moments.
