To capture consumer attention during competitive retail shopping windows, luxury fine jewelry brand Mejuri launched a high-impact programmatic digital out-of-home (pDOOH) campaign. Focusing on New York City, one of the brand’s largest and most critical markets, Mejuri sought to stay top-of-mind for consumers, maximizing visibility ahead of and during the key holiday gifting season.
Objective
The campaign aimed to increase brand awareness and drive jewelry sales among the target audience during high-intent seasonal shopping periods. A core goal was to programmatically deliver proximity-based messages to on-the-go shoppers, driving measurable foot traffic directly into physical retail locations.
Strategy
Mejuri partnered with The Trade Desk DSP, and Place Exchange SSP by Broadsign to execute a highly targeted programmatic digital out-of-home media strategy. To build continuous frequency and influence local buying decisions, the campaign localized its presence through:
- Proximity Targeting: Screens were activated exclusively within a 5-mile radius of Mejuri stores to capture local, high-intent audiences.
- Last-Mile Influence: Ads were placed near busy shopping districts to serve as a visual reminder and guide foot traffic directly into retail locations.
- Seasonal Continuity: The campaign ran continuously through summer, fall, and winter, building steady brand awareness that peaked during the holiday gifting season.
Results
- 43.8 Million Impressions: Place Exchange programmatically delivered 43.8 million impressions to target audiences across New York City.
- Increased Retail Sales: Premium, store-proximate screens drove last-mile engagement, successfully generating new jewelry sales.
