Pantene DOOH Campaign Proves 140% Sales Outperformance
Procter & Gamble (P&G) partnered with Blindspot to measure the long-term impact of Digital Out-of-Home (DOOH) advertising on retail performance for Pantene specifically, whether DOOH could sustain sales after promotional discounts ended. The test aimed to prove that DOOH is not just a short-term sales driver, but a post-promotion retention tool in high-frequency retail environments.
Challenge
- Evaluate sales resilience once price discounts ended.
- Compare stores with and without DOOH under identical conditions.
- Demonstrate DOOH’s role as a sustained growth mechanism, not merely a promotional amplifier.
All stores began with the same promotional price drop. When the discount period ended, only a subset of stores continued with DOOH placements, allowing P&G to isolate the true incremental effect of digital out-of-home advertising.
Impact
DOOH Reduced Post-Promo Sales Drop by 60%
- Stores without DOOH saw a 74% sales drop once the promotion ended.
- Stores with DOOH saw only a 29% decline, showing DOOH’s power to sustain momentum.
DOOH Stores Outperformed by 140%
When combining campaign and post-campaign periods, stores with DOOH achieved 140% higher sales volume than those without digital displays.
Market Share Reversal
- Before the campaign, non-DOOH stores outperformed DOOH locations by 11%.
- After the campaign, DOOH stores took the lead, finishing 17% ahead in total sales.
This case study confirms that DOOH doesn’t just create awareness, it maintains it.
Pantene’s digital placements in key retail aisles continued to drive consideration and repeat purchases even after promotions ended, proving DOOH’s critical role in retention, brand recall, and market share growth.
