Challenge
In the highly competitive beauty and personal care category, the objective was to increase the in-store sales potential of NIVEA Cellular Epigenetics Serum and to strengthen preference among high-value beauty shopper segments.
The core challenge for the brand was to prove to what extent OOH exposure translated into real retail behavior and to validate this impact with sales-proximate, measurable metrics. In addition, it was critical to identify the right audiences in locations with low organic store-visit potential and to improve the efficiency of media investments
Strategy & Approch
The strategy was built on treating OOH exposure not merely as an awareness channel, but as a behavioral retargeting and measurement trigger. Across Istanbul and more than 10 other cities, real mobile devices passing in front of NIVEA’s OOH placements were identified. These audiences were then matched, using Azira’s location intelligence infrastructure, with polygonal geo-fences built around beauty retail stores.
Solution & Activation
Users who had not yet preferred NIVEA Cellular Epigenetics Serum were segmented into micro-audiences based on interests, product usage patterns, and shopping behavior. Each segment was re-engaged on mobile with the most relevant product message and tailored creative sets.
Within the OOH → Mobile → Store model, users exposed to OOH were retargeted on their mobile devices and directed to the nearest beauty retail locations. Throughout the campaign, premium mobile inventory was used to ensure message delivery at the right time and in the right context.
Store-visit behavior was tracked via Azira’s deterministic footfall measurement model, enabling a direct comparison between exposed and control groups. This structure allowed the campaign to measure not only reach, but actual store visits and real behavioral change.
Measurement & Results
At the end of the campaign, the store-visit rate of users exposed to advertising was validated to be 35% higher than that of the control group.
Attribution Lift Index: 35.29%
Total store visits: 3,654
35% of visits were driven directly by advertising exposure.
Footfall data clearly demonstrated that when OOH exposure is combined with mobile retargeting, it converts directly into retail behavior. A significant portion of visits occurred within the first 72 hours, proving the campaign’s close-to-sale impact.
Key learnings:
- OOH exposure, when reinforced with mobile retargeting, strongly drives store visits.
- High-value beauty shopper segments can be directed to stores more efficiently through location- and behavior-based micro-targeting.
- Footfall-based measurement is a critical tool for validating the real business impact of media investments.
- The OOH → Mobile → Store model offers a scalable, sales-proximate growth approach for retail and FMCG brands.
