Rituals - Luxury retail success: Rituals' multi-country holiday DOOH campaign

Cracking the holiday code

Rituals sought to make a splash and drive foot traffic to select stores in Düsseldorf, Hamburg, Munich, London and Geneva during the peak holiday shopping season, from early November to December 24th. The brand had several goals:

• Target affluent consumers: Reach high-income luxury shoppers near store locations during peak shopping hours.
• Enhance brand awareness: Strengthen brand presence among high-value consumers during the critical holiday period.
• Drive store visits: Increase foot traffic to Rituals retail stores in key cities across multiple countries.

To capture the attention of luxury shoppers, Rituals partnered with Vistar Media to launch a data-driven digital out-of-home (DOOH) campaign across major cities in Germany, the UK and Switzerland. The strategy focused on advanced audience targeting, and premium screen placements to maximize engagement and purchase intent.

Dynamic, digital and designed to drive foot traffic

Advanced targeting

• Premiere audience data: Leveraged premium data partners, including Adsquare and Senozon, to get in front of luxury shoppers in Germany, the UK and Switzerland.
• Location intelligence: Incorporated store-specific data, including location and operating hours, to optimize when and where its ads were played.
• Geofencing: Implemented precise POI targeting to deploy its ads within close proximity to its retail locations—reaching nearby consumers at influential moments.

Creative that connects

• Engaging visuals: Highlighted exclusive holiday collections and in-store experiences to attract luxury shoppers.
• Immersive formats: Leveraged high-impact 10-second video ads where permitted, seamlessly adapting to static creatives in regions with media owner restrictions.

Premium DOOH venues

• High-traffic locations: Strategically activated high-impact DOOH inventory in prime locations, including iconic outdoor billboards, luxury malls, bustling subways and major train stations—ensuring maximum visibility among high-intent shoppers.
• Media partners: Made the most of programmatic buying to execute a seamless campaign across nine media owner networks—including APG CH, Clear Channel UK, Framen DE, Global UK, eisbach.media, Goldbach Neo, HYGH, JCDecaux UK, and Ströer—maximizing reach and securing strategic placements in key markets.

From screens to storefronts: measuring campaign success

Vistar Media conducted a Toluna brand study across Germany, the UK and Switzerland—revealing the significant impact of DOOH in capturing consumer attention and increasing purchase intent across all three key markets. 

This data-driven DOOH campaign effectively captivated luxury consumers, boosting brand visibility and attracting high-intent shoppers during the critical holiday season. The results reinforce DOOH’s power as a strategic channel for reaching affluent audiences and driving purchase intent.

Germany:
+11% lift in brand awareness
+32% lift in consideration
+38% lift in purchase intent

UK:
+10%lift in brand awareness
+14% lift in consideration
+5% lift in purchase intent

Switzerland:
+6% lift in brand awareness
+15% lift in consideration
+11% lift in purchase intent