What OOH advertizing conveys about the Eminente universe
Case study: Food & Beverage
Objective
Eminente, a premium Cuban rum brand owned by the Moët & Hennessy Group (LVMH), wanted to measure the performance of its latest digital out-of-home (DOOH) campaign on the French market.
Approach
The study conducted in Paris, Lille, and Marseille via geolocation-based niche sampling enabled to shed light on the campaign’s effectiveness among a premium target audience.
Impact
Analysis revealed good brand recall and genuine creative appeal, while providing operational guidelines to help refine the brand’s future campaigns.
In-depth evaluation of the performance of a (D)OOH campaign
Understanding the impact of the campaign
The study conducted in Paris, Lille, and Marseille made use of geolocation-based niche sampling methodology to survey the target audience. It provided insight into the campaign’s performance across three key aspects: recall, appeal, and purchase intention.
Deep-dive into the brand’s universe
Analysis helped identify the campaign features that worked best among audiences exposed to it, as well as aspects that attracted the most attention, and that sparked initial interest. It shed light on how the campaign resonated with a premium target audience that shares the brand’s values.
Eminente can adjust its positioning and refine its upcoming campaigns to maximize their impact on the French premium rum market.
Vincent Delbecque
Occurrence
Increasingly well-established brand footprint
The campaign generated high levels of brand recall for this type of medium while triggering interest among premium customers who share the brand’s values. The results as a whole provided valuable insights into visibility and perception of the Eminente brand, thereby helping to optimize the brand’s future advertising and creative strategies.
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