Industry
Beauty
Objective
The Ordinary, under Estée Lauder Companies, set out to raise awareness of its hero product Niacinamide among urban consumers in Bangkok. Having traditionally leaned on social channels like Facebook and TikTok, the brand wanted to break out of the feed and explore how programmatic DOOH could amplify its message.
Results
For The Ordinary, pDOOH unlocked a new way to drive awareness at scale with data-backed precision, showing how beauty brands can shine just as brightly on the street as they do in the feed.
Key Product
Audience targeting, Device ID passback, Day-parting
Strategic moves for success
Audience targeting: The campaign tapped into Eyeota data to zero in on consumers already interested in personal care and skincare to ensure every impression counted.
Location precision: High-impact screens were strategically selected in Bangkok’s busiest lifestyle spots, from department store corridors to the vibrant energy of Siam Square, right where the brand’s audience lives, shops and socialises.
Shoppable creative: Some billboards featured a QR code linking directly to the TikTok Shop, turning video storytelling into a shoppable moment and making it simple for consumers to move from awareness to purchase in just a scan.
Data integration: With device ID passback switched on, the campaign captured over 62,800 IDs, giving The Ordinary a clear path to measure results and re-engage consumers beyond the billboard.
The right place, the right time
High-impact sites: Siam Square Light Poles delivered the highest impressions across all placements.
Peak moments: Fridays stood out, with impressions spiking during the 9am–10am commute and again in the 8pm–9pm leisure window.
Shining beyond the feed
For The Ordinary, programmatic DOOH unlocked a new way to drive awareness at scale with data-backed precision, showing how beauty brands can shine just as brightly on the street as they do in the feed.
