2025
Sector
Beauty
Services
OOH
Media
Wildposting
HUDA Beauty
Brief
To advertise HUDA Beauty’s brand new Easy Bake line, we created an unmissable OOH campaign centered around wildposting and standard OOH formats. The campaign was spread across major city centres across the key markets for HUDA Beauty, including the UK, France, Germany, Spain, Italy, and the Netherlands. The aim was to increase store footfall, increase customer base, raise awareness and consideration of the brand and their products; specifically the Easy Bake range.
Process
The entire Media team was involved in executing this campaign, from account management and strategy, to research and insights, and media planning.
Running from January 2025 to February 2025, we planned, built, and ran a campaign which achieved mass reach and frequency across six key countries within an already saturated category. Some of the markets have low levels of OOH inventory, which means that it’s difficult to achieve visibility within cities. To overcome this, we utilised wildposting, allowing us to showcase brand statics without OOH sites.
Market specific highlights:
- In the UK (London, Manchester, Birmingham, Liverpool, and Leeds), we placed digital screens in shopping hubs and transport networks.
- In France (Paris, Marseille, and Lyon), we placed XXL LED trucks and metro placements.
- In Germany (Berlin, Hamburg, and Munich), we placed large-format city walls and banners.
- In Italy (Milan, Rome, and Florence), we placed digital bus shelter networks.
- In Spain (Madrid, Barcelona), we placed subway digital networks.
- In the Netherlands (Amsterdam, Rotterdam), we placed metropole digital networks.
Results
Through this campaign, we reached 137,000,000 people across OOH alone (excluding Germany) and drove awareness of the UBE Birthday Cake shade extension. We maximised reach by leveraging OOH and wildposting to secure an overall +25% over-delivery across the entire campaign. Furthermore, strategic targeting allowed us to situate messaging in close proximity to Sephora, encouraging both virality and product sales. It’s always a great feeling to see incredible results like these from our hard work, and it was a joy to collaborate with HUDA Beauty on this campaign.
We secured high engagement and visibility through well-placed OOH activations across 61 formats across 24 cities, and 5 countries, which led to strong impressions delivery, exceeding planned targets in most locations.
Total additional impressions delivered
74,360,000
Sites booked totally
60,741
Total overdelivery
+25%
Value of the overdelivery equated to
£1,086,796
Testimonials
It’s always a pleasure to deliver outstanding campaigns for Huda Beauty – the natural virality of the UBE Birthday Cake extension, plus the team’s tactical placements and negotiation on overdelivery made for a truly unmissable campaign across Europe
