Measuring OOH campaigns’ impact on brand image and consideration

Challenges

Avène is a French leading skincare brand recognised for its expertise in dermatological care.

During summer, the brand aimed to promote its new spray-on sunscreen, Spray Solaire 100% Invisible, and strengthen overall brand consideration in France. The campaign specifically targeted women aged 25–49.

For JCDecaux France, the challenge was to support Avène in measuring the real impact of the campaign on key brand and behavioral indicators.

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Strategy

Avène ran an 8-day national OOH campaign across 23 French cities and its suburbs. The media plan followed a bi-format approach, with 2 creatives displayed on 2,704 faces to maximise both reach and repetition.

The JCDecaux France team partnered with Episto to deploy two online surveys, one before and one after the campaign, targeting a broad adult audience living in the activated cities via social media.

These surveys were designed to measure key brand KPIs, including awareness, consideration, brand image, campaign recognition, and the persuasive power of the creatives. In total, 870 responses were collected.

Results

The campaign successfully delivered on its main objective, driving a clear uplift in brand awareness at national level, with Avène gaining +9 points after exposure.

Among respondents who recalled seeing the campaign, purchase intention for the Spray Solaire 100% Invisible increased by +20 points, while perceived product quality improved by +12 points.

These results show that the OOH activation not only made the product more visible but also strengthened consumers’ confidence in its effectiveness and relevance for summer protection.

By leveraging Episto’s social media-based survey capabilities, JCDecaux France and Avène demonstrated the concrete impact of the national OOH campaign, which was perceived as highly incentivising and significantly enhanced Avène’s brand image and consideration in the sunscreen market.