About the Client
Eau Thermale Avène, a leading skincare brand under Pierre Fabre Cosmétique, is renowned for its dermatologically tested products designed for sensitive skin. The Avène Sun Care range provides high-quality sun protection while being environmentally friendly. With widespread distribution across specialized retail locations, Avène aims to enhance brand awareness and attract health-conscious consumers.
How to increase brand visibility and engage with the target audience
To increase brand visibility and engage with the target audience, Avène launched a highly targeted Digital Out-of-Home advertising campaign. The initiative strategically focused on metropolitan France, positioning ads near key points of sale. This real-time media buying strategy ensured optimized exposure among potential buyers.
Using UV-based triggers to activate DOOH campaign
Avène partnered with Publicis, JCDecaux – Médiatransports, and VIOOH to execute a programmatic DOOH campaign. Using Displayce DSP, the campaign leveraged Adsquare data to precisely target women aged 25-54, a key demographic for sun care products. A UV-based trigger system was integrated, activating ads only when the UV index exceeded 3, ensuring maximum relevance and impact.
The results
The campaign’s success was evaluated through a brand lift survey conducted by Happydemics via Displayce DSP. The results showcased significant achievements:
By utilizing data-driven insights, real-time audience engagement, and programmatic DOOH advertising, Avène effectively boosted its brand presence and drove consumer interest in its sun care product range. This innovative approach highlights the power of digital advertising strategies in enhancing brand visibility and customer engagement.