Publicis · Cerave · Argentina
Cerave presented its moisturizing cream on pDOOH with Taggify
Cerave, a specialist in skin care, used strategic screens in locations in the Autonomous City of Buenos Aires and Greater Buenos Aires.
Partners
L'Oréal's brand launched a three-month outdoor advertising campaign to impact its audience on their daily commute.
THE CHALLENGE
The brand's challenge was to present its moisturizing body lotion in the Argentine market. Thus, the brand partnered with Publicis Groupe and used the following tools provided by Taggify's DSP platform.
THE SOLUTION
- Audience Targeting: The brand selected its target audience, grouping it into gender, age and socioeconomic variables based on data collection from Taggify's DSP platform. In this way, the platform chose the best available screens, optimizing its budget with efficient impacts.
- Pacing Buying Rhythm: Thanks to the purchase rhythm functionality, the campaign distributed its budgets at the best available times based on the target audience. Thus, impressions are only impacted at specific times with smart buying.
- Hyper-localized advertising: By targeting locations near pharmacies, drugstores, and stores where the cream is sold, Taggify's platform allowed the agency to place the product in key points of interest in neighborhoods such as Palermo and Recoleta. Therefore, the brand was positioned close to the consumer's purchasing decision.
As a result, Cerave achieved 1,5 millon impacts. The campaign achieved positive results by raising awareness of the product and demonstrating the power of programmatic outdoor advertising.
