Case Study: How a Smart Ring Brand Increased Conversion Lift 222% with Time-Sensitive Out-of-Home Advertising

OneScreen enabled a leading smart ring brand to reduce CPM and help adoption and 53% brand recall lift through time-sensitive outdoor advertising strategy planning. 

Business Type: Wearable smart ring and mobile app

Engagement Scope: 6 weeks

Size of marketing team: 40

Fundraising stage: Series C

Target Audience: Health-conscious, aged 25-55, looking to improve sleep and wellness

A top player in health wearables saw Daylight Savings Time as the perfect moment to spotlight their sleep improvement feature—especially when everyone’s losing a bit of sleep. 

They wanted to reach health-conscious New Yorkers during the National Sleep Foundation’s Sleep Awareness Week to highlight the importance of good sleep and how their sleep-tracking tech can help. 

They teamed up with OneScreen to spread the word, boost brand awareness, and drive sales in the fast-paced heart of the U.S., all within a tight timeframe.

Client’s Need

The primary goal was to create a buzz and media impact around Daylight Savings when the general population loses sleep.

The client also aimed to raise awareness and educate target markets on the importance of sleep during Sleep Awareness Week. They wanted to drive new customer acquisition while increasing consumer loyalty through quality website traffic and increased e-commerce sales.

They identified for us a target audience that was focused on both males and females in the 25-55 age range. These people were tuned into health, looking for ways to maximize wellness, and whose primary health goal was improving sleep.

The OneScreen planning team created a 3-phrase approach, using a range of executions to address quick-hit and longer-term exposures.

• Phase 1 consisted of Digital Billboards and full-motion digital Spectacles, which are massive digital billboards that are hard to miss.    
• In Phase 2, our planning team utilized a mix of Digital Place-Based Network, the Subway Liveboard Network, and more Digital Spectacular boards.
• Phase 3 focused on vehicles, with ads running on the Link NYC network and on Digital Taxi Tops.

This mix gave excellent exposure across various formats, which would have been difficult to accomplish if media had been purchased directly from one vendor.

Key Impact

During this short, impactful, 3-week media flight, the following key impacts were reported:

• [222% Conversion lift in order conversion] - With the goal of selling their wearable ring, the client’s sales (tracked by MAIDS (Mobile IDs) from customers exposed to OOH ads) exceeded those in the control group who were not exposed to outdoor ads. CPM results were reduced by 7%, from $5.89 to $5.46, across all formats.
• [125% Homepage visits lift] - Our plan over-delivered by 7.8% impressions, showing 63.8 million Impressions, which outpaced the contracted 59.1 million across all formats.
• [82% Increase in Purchase Intent] - A very high percentage of those exposed to ads shared their intent to purchase a tracking ring rose after this campaign ran.

“OneScreen’s mix of OOH inventory gave us the right exposure in a short time frame, making our campaign look bigger and longer lasting than it was.  They delivered the brand affinity, education, and new sales we were looking for.”

Growth Marketing Manager, Paid Media

Summary

This outdoor advertising campaign delivered both goals of education and action by:

• Providing a boost in brand awareness tied to building a positive brand experience
• Nudging health-conscious individuals to buy the sleep-tracking wearable ring

By using a diverse range of OOH channels, this data-driven, measurable advertising campaign delivered results that were nothing to sleep on. 

Bonus Findings

We also examined and uncovered learnings for additional ways for the client could continue to use OOH as a proven method of staying top of mind and gaining share-of-wallet for future campaigns: 

• Use large format billboards in a new market to drive the maximum website traffic. An always-on brand campaign supplementing with place-based formats should be executed after building awareness
• They could retarget the total captured Mobile IDs, or MAIDS, to reinforce the messaging on digital channels to help increase visitation, conversion, and registration
• Continue to expose people to the brand to complement direct response marketing
• Drill into top-performing (specific) outdoor ad units and consider adding them to the next campaign for extended periods of time
• Avoid underperforming formats or specific units when the option is available
• Some formats, like LinkNYC, Digital Spectacular billboards, and Taxi Toppers, proved to work best, so dollars were shifted from underperforming placements to those

To see how we can replicate effective, time-sensitve campaigns like this for your brand, let's talk.