bareMinerals drives in-store visits with data-driven DOOH and retargeting campaign
bareMinerals recognized it needed to increase brand awareness to take advantage of the rapid growth of the “clean beauty” market. Learn how the company used our platform to help execute a digital out-of-home and retargeting campaign that earned over 22 million impressions at a cost 39% below their benchmark.
“We want to be where she is and with the Trade Desk’s help, we did that. We increased brand awareness and better understand how our ads impact retail visits. These insights will help ensure our future campaigns and ensure that just like our customer, that we exist beyond just a phone screen and are present where they are present.”
Joshua Miller
Executive Director Paid Media, Orveon Global (bareMinerals, Laura Mercier, BUXOM)
Increasing brand awareness and sales in a saturated market
As people have become more health conscious, so too has interest grown in “clean beauty” products that are formulated with safe, non-toxic, and environmentally friendly ingredients. bareMinerals was a pioneer in the field when it was launched in 1995, but the category has since become saturated. To ensure the company’s continued success, it recognized that it was vital to increase brand awareness and market penetration of its “Original” product range.
Specifically, the company wanted to drive awareness and sales of its new Original Pure Serum product across the US. As bareMinerals is highly dependent on third-party physical retail stores, it also wanted to solve the challenge of measuring the impact of advertising on sales.
bareMinerals turned to its agency partner, WITHIN, to develop an effective campaign strategy to help the brand achieve its objectives.
Helping to boost in-store visits with a DOOH and retargeting campaign
WITHIN’s approach involved executing a high-visibility campaign to maximize reach and consideration across multiple touchpoints. The team strategically identified key partnerships that were instrumental to bringing the strategy to life. They partnered with Place Exchange to develop a targeting plan, our platform to self-manage and run the strategy effectively, and Foursquare to measure the success and impact.
In partnership with Place Exchange, WITHIN optimized targeting for bareMinerals’ retail partner, Ulta Beauty, by using mapping technology to prioritize DOOH screens within a specific radius of the top-performing stores. They also used third-party audience data to further optimize targeting of women aged over 18 who buy cosmetics and skincare — such as those in malls or near nail salons.
Our cross-device targeting capabilities enabled the campaign team to use the mobile device IDs captured by Place Exchange to retarget consumers across different touchpoints and increase brand consideration. The team was also able to optimize its use of display inventory and maximize the brand’s ad investment.
The final component of WITHIN’s strategy for bareMinerals was activating Foursquare’s foot traffic measurement solution. This enabled the team to measure whether exposure to its ads increased the number of in-store visits.
The DOOH and retargeting campaign exceeded bareMinerals’ expectations in cost-efficiency, extending its reach to target audiences. In fact, it met or exceeded all company benchmarks.
The campaign achieved around 22 million impressions at an average cost per thousand that was 39 percent below the company’s benchmark. Average reach penetration across key locations was 2.1% — or around 7% of the available beauty audiences.
Sequential retargeting reached 4.3 million unique visitors, including key younger audiences. The click-through rate for retargeted consumers was 0.12%, 33% above the TTD benchmark.
The campaign resulted in a 5.41 percent increase in in-store visits, at a cost per store visit of $0.36. It achieved a store visit rate of 2.86% — more than a full percentage point higher than the Foursquare benchmark.
Overall, these results demonstrated that WITHIN’s strategy in partnership with our platform can enhance awareness and consideration, leading to an increase in store visits to key retail partners. It also revealed valuable insights that WITHIN can use to adjust bareMinerals targeting or messaging for future campaigns. All parties plan to build on the success of this partnership in future campaigns.
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