Roborock Combines OOH and DOOH strategies to maximise brand visibility

Campaign's Challenge 

Roborock, a leading smart home appliance company, executed two (D)OOH campaigns across several major cities in France. The first campaign centered around promoting their range of robot vacuums for Black Friday, while the second focused on enhancing brand visibility.Both campaigns targeted high income households led by individuals aged 36 to 44 with children and pets.

At the end of both campaigns, the brand aimed to evaluate the success of their initial goal using various KPIs, such as brand awareness.

The challenge for the JCDecaux OneWorld China team was to conduct a strategic post-campaign evaluation to help Roborock assess the impact and effectiveness of each campaign.

Campaign's Strategy 

Roborock's first campaign was strategically designed to run over 1 week using 4,297 static faces in major French cities (excluding Paris) to promote robot vacuums during the Black Friday period. The second campaign ran over 4 weeks, between the holiday season and mid-January, employing 198 digital screens in Paris suburbs, Lyon, Marseille, and Bordeaux to boost brand visibility.

JCDecaux partnered with Attest, a renowned panelist, to assess the impact of Roborock’s campaigns. 

The first campaign survey focused on Ile-de-France and Marseille audiences, while the second campaign survey targeted audiences living in Ile-de-France only. These surveys measured campaign performance, brand awareness, and purchase intention.

Campaign's Results

The Attest Brand Impact survey validated the success of Roborock's campaigns, showing significant improvements across all key performance indicators. The brand awareness was positively impacted, with the first campaign boosting awareness from 20% to 32%, and the second campaign increasing scores from 18% to 26% among those recalling the ads.

Both campaigns achieved strong branding outcomes, with brand affinity increasing by +20 points in the first ad and +29 points in the second ad. Additionally, purchase intention surged, with campaign 1 lifting willingness to buy from 54% to 84%, and campaign 2 from 46% to 61%.

The OneWorld China team demonstrated the effectiveness of Roborock's strategy. By combining an OOH product campaign with a DOOH branding campaign during a key and short period across France, the brand's visibility, awareness, and purchase intent were significantly boosted.