French High-End Luxury Brand Attracts Its Audiences at the Heart of Kuala Lumpur

Brand: YSL

Country: Malaysia

Challenge: Challenged with building anticipation and generating buzz for their highly anticipated fragrance innovation, Libre perfume, YSL sought to harness the power of a DOOH campaign to create a captivating and impactful launch.

Objective: YSL wanted to increase brand awareness and drive sales for their Libre perfume by creating a captivating and innovative DOOH campaign that targets the ideal audience and showcases the unique qualities and luxury of the product.

Solution: To effectively reach their target audiences in promoting their Libre perfume, YSL strategically identified a high-traffic area through our Moving Audience platform to execute their DOOH campaign to maximize the attention of their target audiences.

By selecting a high-traffic DOOH screen at the heart of Kuala Lumpur, YSL was able to effectively capture the attention of potential customers and encourage them to walk straight to the store to purchase the Libre, perfume.

Results: Through meticulous data analysis, it was revealed that YSL’s strategic DOOH campaign aimed to captivate the female audience during the prime hours of 4 pm – 5 pm on Fridays and Sundays, ensuring the highest potential views. The resounding success of this targeted approach was evident, as females accounted for an impressive 51.2% of the campaign’s viewership. 

Armed with these invaluable insights, YSL expertly optimized its DOOH campaign to deliver a powerful impact, captivating its target audiences with unparalleled precision. The results were awe-inspiring: heightened brand awareness and skyrocketing sales of the iconic Libre perfume. YSL’s astute understanding of its audience and unwavering commitment to excellence solidified its position as a trailblazer in the world of fragrance marketing.