Case Study: Boosting Key Brand Metrics with Firefly Digital Taxi/Rideshare Tops
A major cosmetics brand partnered with Firefly to elevate its brand presence and drive consumer engagement through a targeted Digital OOH (DOOH) advertising campaign. To understand the impact of this campaign on key performance metrics, Firefly collaborated with Loop Me to measure shifts in brand awareness, purchase intent, message recall, and overall brand favorability.
Objectives
The campaign aimed to leverage Firefly Digital Tops to:
Amplify brand awareness through highly visible and targeted Digital OOH placements.
Drive stronger consumer intent to purchase by positioning the brand top-of-mind for audiences through engaging content.
Increase message recall by using the impactful, attention-grabbing nature of Firefly Digital tops to solidify the brand’s presence.
Strengthen brand favorability by encouraging audiences to develop a positive impression of the brand through DOOH interactions.
Activation
The campaign spanned four major markets: Chicago, New York, Los Angeles, and Miami, strategically targeting high-value audience zip codes including central areas (Times Square, Michigan Avenue, Walk of Fame, etc.) through Firefly’s geo-fenced DOOH network. The activation aimed to maximize exposure among over-indexing audiences in these key urban areas. A total of 30,000,000 impressions were initially targeted; however, the campaign exceeded expectations, delivering 39,981,921 impressions, representing a 33% added value. By focusing on highly trafficked locations and precise audience targeting, the campaign ensured optimal visibility and engagement with the brand’s core demographic.
Results
The results of the campaign were significant, with exposed audiences demonstrating marked improvements across all tracked metrics, underscoring the effectiveness of Firefly Digital Tops:
The campaign achieved an impressive 43% increase in brand lift, signifying a heightened awareness and connection with the brand across exposed audiences driven by Digital OOH exposure.
Purchase intent among audiences exposed to the Digital OOH Advertising campaign increased by 85%, a testament to the campaign’s effectiveness in encouraging potential consumers to consider purchasing the brand's products.
Brand recall saw a 44% boost, highlighting Digital OOH Advertising’s success in embedding the brand’s messaging in consumers' minds.
The exposed audiences showed a 46% increase in brand favorability, indicating a shift towards more positive perceptions and attitudes toward the brand due to targeted DOOH advertising.
Conclusion
This case demonstrates the power of Firefly Digital Taxi/Rideshare Tops and Digital OOH Advertising in achieving substantial lifts in key brand metrics. The strategic use of DOOH channels, combined with Loop Me’s insights into brand impact, allowed Firefly to quantify meaningful gains in brand awareness, purchase intent, recall, and favorability.
