In partnership with LoopMe
Advertiser: RAF
Campaign Duration: 10th - 23rd of February
Background:
RAF aimed to attract and recruit a greater volume of candidates, raising their awareness and interest levels from the depth of roles available and from across the UK.
Objective:
Provide insights on those who are receptive to RAF advertisements on Alight Media’s DOOH screens.
Brand Awareness saw a 24% uplift among exposed individuals, particularly in awareness of the range of opportunities and roles available within the RAF. This indicates the campaign successfully prompted further interest and research.
There was a 26% uplift in Ad Recall among individuals exposed to the campaign in a pub environment, compared to those unexposed. This performance was 70% above benchmark, demonstrating strong cut-through in a social, high-attention setting.
There was a 43% uplift in consideration to join the RAF among those exposed to the campaign. This effect was primarily driven by women, aligning strongly with the campaign’s targeting strategy and the predominantly female audience reached.
Exposure drove a 42% uplift in word-of-mouth, with individuals more likely to discuss the RAF with friends or family. This result was 8x above benchmark, highlighting the campaign’s ability to spark conversation and advocacy.
Brand Awareness saw a 24% uplift among exposed individuals, particularly in awareness of the range of opportunities and roles available within the RAF. This indicates the campaign successfully prompted further interest and research.
There was a 26% uplift in Ad Recall among individuals exposed to the campaign in a pub environment, compared to those unexposed. This performance was 70% above benchmark, demonstrating strong cut-through in a social, high-attention setting.
There was a 43% uplift in consideration to join the RAF among those exposed to the campaign. This effect was primarily driven by women, aligning strongly with the campaign’s targeting strategy and the predominantly female audience reached.
Exposure drove a 42% uplift in word-of-mouth, with individuals more likely to discuss the RAF with friends or family. This result was 8x above benchmark, highlighting the campaign’s ability to spark conversation and advocacy.
Brand awareness
Ad Recall
Intent
Consideration
LoopMe, an AI-driven campaign effectiveness tool, was used to measure how the DOOH activity influenced awareness, recall, perception and intent among audiences exposed to Alight Media screens.
To achieve this, GDPR-compliant mobile location data identified users likely exposed to Alight Media’s DOOH screens, alongside a matched control group unlikely to have seen the campaign. Both groups received mobile brand-lift surveys, allowing LoopMe to isolate and measure the uplift driven specifically by DOOH exposure.
