Nurturing brand growth: Pediakid’s precision-targeted pDOOH success in the wellness market

The challenge

The children's health and food supplement market in France is fiercely competitive. Pediakid needed to cut through the advertising noise generated by rival brands and directly reach busy parents in a contextual, meaningful way. The primary challenge was not only to build top-of-mind awareness but to effectively transition that initial interest into mid-funnel consideration and lower-funnel purchase intent. To maximise the impact of their media investment, Pediakid needed to ensure their creative assets were highly legible, memorable and visually optimised to capture attention in fleeting, real-world environments.

The solution

To achieve these ambitious objectives, O'Connection and Vistar Media developed a hyper-localised programmatic DOOH strategy. Rather than taking a broad-brush approach, the campaign utilised precise point-of-interest (POI) targeting, activating screens strictly within a two-kilometre radius of highly relevant locations: kindergartens, nurseries, pharmacies and doctor's offices. This ensured that the messaging reached parents contextually, during the daily school run or while actively shopping for health products.

The campaign's geographical footprint spanned ten major French regions, including Paris, Marseille, Bordeaux, Lille, Toulouse, Nantes, Lyon, Strasbourg, Nice, and Rennes. Leveraging a vast network of 4,556 screens across premium publishers like JCDecaux, Cityz, Mediatransports, Giraudy, Turnadon, IDs Media, and Lisa Connect, the campaign delivered a dominant physical presence.

The strategic venue mix generated over :

-> 5.5+ million impressions
-> 1.1+ million playouts

Outdoor urban panels delivered the highest volume of visibility, supported by retail malls, transit train stations and point-of-care doctor's offices.

A standout element of this campaign was the rigorous creative analysis conducted using Neuron's predictive recommendation engine. This state-of-the-art technology evaluates assets using heat maps, where warmer colours denote high visual attention, and fog maps, an inverse heat map visualising predicted attention by covering the asset in a white fog, leaving only highly visual areas clear.

The engine analysed Pediakid's creatives across several metrics: in-context attention, brand attention, legibility, cognitive ease, focus, and memory.

-> The primary outdoor creative, featuring a distinct and emotionally engaging visual of a child holding a megaphone against a bright green background, scored "Effectively" for cognitive ease, memory, and in-context attention.

-> The second, more dynamic creative was designed specifically for doctor's offices; while its visual focus was more dispersed across various text elements, the longer dwell times inherent to waiting rooms allowed viewers to easily process the multiple health benefits presented.

To further optimise future campaigns, the creative analysis recommended introducing the Pediakid logo earlier via animation, simplifying the rhythm of superimposed text, increasing text contrast for better legibility, and concluding with a stronger call-to-action spotlighting the product and URL.

The results

To measure the true impact of this strategic DOOH deployment, a comprehensive Brand Lift Study was conducted via Toluna. The strategic combination of precise POI targeting and contextually relevant creative execution delivered phenomenal results across every stage of the marketing funnel:  

• Market-defying awareness: At the top of the funnel, the campaign successfully generated a 23% uplift in brand awareness compared to the unexposed control group, bringing total awareness among exposed consumers to 22%. Impressively, this allowed Pediakid to climb to the second position in the competitive children's food supplement category, completely defying a general downward trend in awareness experienced by rival brands during the exact same period. 
  
  
• Deepened funnel metrics: Moving down the funnel, the contextual relevance of the DOOH placements proved highly effective, driving a substantial 43% increase in brand consideration. Most notably, bottom-of-funnel performance surged, with purchase intent rising by an exceptional 50%. Following exposure to the campaign, 14% of consumers stated a clear intention to purchase Pediakid within the next six months.  
  
  
• Demographic dominance: The campaign resonated powerfully with female audiences, who demonstrated consistent growth of over 67% across all key indicators of awareness, consideration, and purchase intent. In addition, while the core 25-44 age bracket remained the most strategic volume driver, the campaign unlocked massive potential among younger demographics, with the 18-24 and 35-44 age groups seeing performance lifts ranging from 10% to an astounding 200% across various KPIs. 
  
  
• Creative and commercial impact: From a messaging perspective, the tagline "Le reflexe 100% naturel des parents" achieved the highest overall recall at 21%. Meanwhile, the phrase "Qui dit libérée... soulagée" resonated powerfully, generating a massive 115% uplift in memorability amongst the exposed audience. Ultimately, these factors translated to real-world commercial success, driving a 26% uplift in consumers directly associating the brand with the key message of being a "food supplement for the youngest". Past purchase metrics also increased by 41%, cementing Pediakid as the second most purchased brand in its competitive set. 

Conclusion

The campaign successfully guided consumers through the entire purchasing journey, demonstrating a strong ability to transform initial DOOH exposure into definitive commercial intent. By pairing a hyper-targeted physical media strategy with data-driven creative insights, Pediakid managed to outpace competitors and claim a leading position in the minds of parents.

Moving forward, the analysis strongly recommends that Pediakid continue leveraging pDOOH as a central strategic pillar to maintain this category leadership, whilst embracing dynamic creative optimisation (DCO) to transform static assets into even more immersive, animated brand experiences. 

*Source of the stated statistics: Toluna Brand Lift Study for Vistar Media, panel of 400 respondents, campaign from 26/01/26 to 15/02/26. Purchase intent projected over the following 6 months.