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Piper-Heidsieck
November-December 2024

Piper Heidsieck – DOOH Campaign Driving Buying Intent & Store Sales

A data-driven DOOH campaign activated near retail locations to increase buying intent, in-store sales and market share.

+36% in-store sales
B2C Awareness Drive-to-store DOOH
Piper Heidsieck – DOOH Campaign Driving Buying Intent & Store Sales

The challenge

Increase brand impact and drive in-store purchases in a highly competitive champagne category by reaching consumers close to retail distribution points.

The strategy

Activation of DOOH screens located near stores distributing Piper-Heidsieck, combined with brand uplift and sales lift studies to measure both perception and real business impact.

The results

The campaign delivered strong uplifts across brand metrics and direct commercial impact, proving the effectiveness of proximity-based DOOH activation combined with advanced measurement.

+36% In-store sales Measured using Monoprix and Carrefour point-of-sale (POS) transaction data on exposed vs control stores.
+35% Revenue market share Measured using Monoprix and Carrefour point-of-sale (POS) transaction data on exposed vs control stores.
+41% Buying intent Happydemics brand uplift study – post-exposure survey.
+25% Consideration Happydemics brand uplift study.
+31% Interest Happydemics brand uplift study.

Key insights

  • Channel DOOH proximity targeting proved highly effective at driving in-store sales and buying intent.
  • Measurement Combining brand uplift studies with store sales analysis enabled clear measurement of incremental business impact.
  • Creative Retail-focused DOOH environments delivered strong attention and memorability for premium FMCG brands.

Platforms

The Trade Desk The Trade Desk
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