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Rituals roll out localised DOOH strategy across Europe



Mahsa Sabouri

As part of its international expansion strategy, Rituals, the luxury brand known for its home and beauty products, has launched its first DOOH campaign in Spain using the Sage+Archer platform. This campaign represents a broader standardization drive from the Rituals central marketing team, helping local marketers set up consistent brand campaigns without losing local relevance.

Rituals campaign on opening day in Seville

Reaching consumers in Seville for its new store opening, Rituals ran a DOOH campaign across the city. Using Vistarmedia's platform they were able to target digital screens with a 1 km proximity around the new store. It also allowed the cosmetics brand to easily adapt the visibility of the opening campaign to the location’s opening hours, enabling Vistarmedia’s time targeting feature.

The channels selected were malls and urban roadside to maximize their target audience and reach. The campaign ran in two bursts, firstly for the grand opening day, and secondly the ongoing awareness. Promoting the store opening, they displayed store imagery and context, and the new address. After opening the creative updated to be product focused, still maintaining the key new location.

Rituals localisation strategy for digital out of home

The Amsterdam-based brand has 840 stores in 33 countries across the world, stretching from the Netherlands to New York. This campaign represents a new market launch, as part of a bigger localisation strategy, whereby Rituals maintain global brand consistency and integrity, but enable local marketeers to localize their digital out-of-home campaigns according to the product or store priorities in their region.

For this it set up an automated process that enables the marketing manager to get accurate insight of the potential reach and screens based on their budgets. The information that was made available to each manager made it easy to align actions between countries, but at the same time locate campaigns in each country to be more relevant in each locality.

Rituals builds templates for localised campaigns

To increase efficiency even more, Rituals has built standardized dynamic templates for store promotions. These templates can easily be localised by language and store locations. This means that the marketing managers are still able to localize their campaign in order to maximize relevancy and targeting.

Want to learn more about the possibilities of programmatic digital out-of-home advertising or gather ideas for your next DOOH campaign? Get in touch with Bart, our Regional Lead in Nordic, via email bboogaard@vistarmedia.com

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