La Roche-Posay makes an impactful dynamic content outdoor campaign with Taggify

THE CHALLENGE

The brand needed to promote its new sunscreen, highlighting the importance of protecting oneself from the sun even on cloudy days. For this, it partnered with agency Publicis Groupe and used the advanced functionalities of Taggify's programmatic DSP platform.

THE SOLUTION

• Dynamic creative optimization: Taggify's programmatic DOOH allowed Laroche-Posay to switch dynamic creatives based on real-time data. Ads were adjusted based on the weather: if it was sunny in the city, passersby saw a specific creative; if it was cloudy, the ad highlighted the effect of UV rays even on those days.
• Precise audience buying: The ads segmented the most appropriate audience for the product. In this way, not only did they impact specific areas, but they were shown when the target socio-demographic group was circulating on the screens. In this way, the message of their campaign (“sun protection is every day”), effectively impacted the audience.
• Geographic segmentation: The dermatological brand took advantage of Taggify's extensive screen coverage in Buenos Aires. Palermo, Puerto Madero, Recoleta, Almagro, Belgrano, Villa Crespo and Balvanera were the neighborhoods where the campaign took off. In addition, La Roche-Posay used the screens at the iconic Obelisk, where thousands of people pass by daily.