Inside Intimissimi’s Data-Driven Programmatic DOOH Strategy
The Challenge: Modernizing Fashion’s Media Model
As part of the Calzedonia Group, premium fashion brands Intimissimi and Falconeri wanted to move beyond traditional, static media buying into a data-driven, programmatic DOOH approach. The goal was to deliver greater precision, flexibility, and accountability, ensuring that every impression served was relevant, timely, and impactful.
For Intimissimi, this wasn’t just about reaching more people, it was about reaching the right people at the right moments, while reducing waste from non-optimized 24/7 screen time. The campaign aimed to position the brand as a digital innovator, leveraging DOOH’s flexibility to synchronize creative delivery with real-world behavior in major U.S. cities including New York, Miami, Los Angeles, Philadelphia, and West Palm Beach.
The DOOH Strategy: Smart, Contextual, and City-Synced
Blindspot designed a programmatic DOOH strategy that moved with the rhythm of each city — delivering Intimissimi’s campaign across the right formats, at the right times, to the right audiences.
The media mix included a curated blend of formats for maximum stopping power and reach:
- Urban Panels
- Mall Screens
- Bus Shelters
- Billboards
- LED Trucks
To ensure contextual relevance, Blindspot layered in real-time data signals, aligning impressions with high-intent shopping hours and local movement trends.
Dynamic Creative and Omnichannel Integration
The campaign’s success relied on more than timing — it was powered by dynamic, personalized creative that adapted in real time.
By syncing DOOH content with live data feeds and mobile integrations, Blindspot enabled:
- Dynamic creative updates reflecting time of day and audience flow.
- Omnichannel cohesion across DOOH, mobile, and digital touchpoints.
- Enhanced attribution and tracking, linking impressions directly to actions.
This holistic execution turned Intimissimi’s DOOH network into an extension of its digital performance marketing, bridging physical visibility with measurable outcomes.
Results: Turning Visibility into Measurable Growth
In just a few weeks, the Intimissimi DOOH campaign outperformed expectations across every key metric.
The campaign delivered a +70% lift in web traffic, with most visitors reaching the site about a week after seeing an ad. Cities like Los Angeles, West Palm Beach, and New York saw the strongest engagement, particularly across billboards, bus shelters, and truck routes.
Online sales also surged, with a +64% increase in conversions and an average eight-day window from exposure to purchase. Markets including Philadelphia, West Palm Beach, and New York performed best, proving how programmatic DOOH can convert awareness into measurable action.
Beyond digital results, the campaign generated a +44% lift in in-store visits, tracked through real-world location data. Shoppers traveled an average of 14 miles from home and typically visited within five days of seeing an ad, showing that DOOH influenced both intent and behavior.
Together, these results confirmed that programmatic DOOH drives more than visibility, it drives performance, connecting creative storytelling with measurable business impact.
Why It Worked: Fashion Meets Data Precision
The campaign succeeded because it fused creative excellence with real-time data precision. Blindspot’s programmatic approach allowed Intimissimi to deploy ads when and where audiences were most active, turning traditional branding into measurable performance media.
For a brand rooted in craftsmanship and style, DOOH became a new form of storytelling: one where every impression carried intent, and every screen served as both a branding and performance channel.
The Takeaway
By combining intelligent targeting, stunning creative, and live optimization, Intimissimi redefined how a fashion brand can perform in the digital age.
In just a few weeks, the campaign achieved:
- +70% increase in web traffic
- +64% lift in online conversions
- +44% rise in store visits
All powered by strategic, high-visibility placements that delivered the right message, to the right audience, at the right time proving that in fashion, precision is the new persuasion.
