STRÖER AND OFFERISTA’S MULTI-CHANNEL STRATEGY MAKES THE DOUGLAS “LET’S DO BEAUTIFUL” CAMPAIGN A SUCCESS
With over 400 sales outlets in Germany alone, Douglas has been an integral part of the retail landscape in the perfumery sector for 111 years. To kick off its 111th birthday, Douglas launched the cross-marketer “Let’s Do Beautiful” campaign, in which Ströer, the leading out-of-home and digital marketer, teamed up with Offerista Group, the digital retail marketing specialist, for a joint multi-channel strategy.
THE CHALLENGE
The goal of the campaign was to reach as many consumers as possible in the top 5 cities (Berlin, Düsseldorf, Hamburg, Cologne & Munich) to kick off Douglas’ 111th birthday in the period from 17.05. to 20.06.2021 with the interplay of offline and online media to ideally penetrate the local markets.
THE APPROACH
The basis of the multi-channel campaign was the high-reach out-of-home campaign. In addition to classic large surfaces, mega lights and giant posters, infoscreen and station video were also used in the top cities mentioned above. In order to activate the target group beyond this, the expertise of the Offerista Group came into play in the second step.
The location list of the (D)OOH campaign was imported into the Push Notification Tool, which made it possible to implement specific targeting of users. People moving within a radius of 100 meters around the (D)OOH advertising media were additionally addressed in this way by means of walk-by pushes.
In order to extend the reach of potential customers, historical Douglas store visitors, Douglas fans and “beauty lovers” were also addressed with a separate push-notification in the evening. With this additional targeting strategy, it was possible to address further users with another reminder.
THE RESULTS
Due to the good cooperation, and the combination of online and offline advertising, excellent push CTRs were achieved:
- The opening rate for the push mailing with OOH retargeting was 5.14%.
- Particularly noteworthy is the performance of the walk-by pushes, with a CTR of 4.72%. The benchmark for walk-by pushes is usually between 1.5-2%.
- The CTR of customers who had previously been in a Douglas store and were caught by the Offerista geocatch was also well above average at 25.14% (usually 15-20%).
“For our #FORWARDBEAUTYDigitalFirst strategy, the digital part of our campaigns is a fundamental part. Innovative ideas and combining classic media with digital activities are particularly important to us. The approach and collaboration of Ströer and Offerista convinced us and led to a very good performance.”
Caroline Schmitt
Director Marketing, E-Commerce, Social Media & Marketing PR Germany
