- Digital out-of-home (DOOH)
Period: 6 days
Broad reach for a New Year and new brand
Step 1. Yandex data comes in handy when scheduling DOOH placements
40 DOOH billboards in Moscow selected
Step 2. Setting up and launching the campaign
Yandex.Direct is now home to DOOH campaigns
Lamoda uploaded two New Year-themed creatives
Lamoda uploaded two creatives with app store logos. In December, consumers show active interest in fashion — they choose outfits for New Year’s Eve and expect deals. Lamoda chose to focus on the holiday mood when making their creatives — this helped created an emotional connection to the new brand platform, showing that Lamoda is available every day to offer new styles for any situation.
Results: An audience of 4.8M consumers in Moscow over 6 days
Those who saw DOOH ads searched for Lamoda 4% more often than the control group
Branded queries peaked from users saw the billboards at and began searching right after the end of the placement period. Growth was 1% higher on desktop devices, but there were 1.5X more overall branded queries from mobile devices.