Our team developed an OOH strategy to address objectives of accelerating growth, awareness, purchase, and relevant locations for Totino’s. The campaign profiled the Denver DMA to identify key zip codes where males ages 18-29 live, work, and play, marrying this proximity with the OOH footprint. In a saturated marketplace with a minimum of 100 weekly TRPs to launch awareness and create synergies with key time period, the team recommended high impact static and nontraditional activations. To address purchase requirements, it also recommended placements in close proximity to identified key retailers such as Walmart, Safeway, Kroger, and King Scoopers. The campaign capitalized on the buzz of 4/20 and surrounded key events with media to hyper-target core audience. In addition, the team selected media that mutually reinforced the engaging, hysterical creative tags reading: “Better when baked,” “Remember before you forget,” and “Legal in every state. Better in Colorado,” to name just a few.
Furthermore, the campaign included a measurement component – its Social Amplification Score (SAS) – to understand the conversations surrounding the brand, social impact, and earned media value. SAS provides valuable campaign optimization opportunities, based on aggregated anonymized data, to formulate insights from each social poster’s behavior, demographics, and interests. These insights helped to inform campaign creative decisions, selection of target media sites, and measure the effectiveness of OOH campaigns.