$5.75 per customer.Valentine’s Day, by neighborhood.

Make billboards perform like paid social

Adore Me, the inclusive lingerie brand acquired by Victoria's Secret, built its name on celebrating every body and on marketing that performs. For Valentine's Day, the brief held both bars at once: creative that stayed authentic, inclusive, and empowering, and media that could be judged on cost per visit and cost per purchase.

In other words: take the most brand-led moment of the retail year, and run it like a performance channel.

One holiday, tailored by city

Instead of one national creative, the campaign was location-based by design, storytelling tuned per city and neighborhood, so the message felt local rather than broadcast. Contextual placement put the brand where its audience actually moves in the run-up to Valentine's Day.

Underneath, delivery was optimized in real time: spend followed the placements that drove measurable web visits and purchases, not the ones that merely looked good.

Visibility with a feedback loop

As the campaign ran, performance data flowed back into delivery, strong screens earned more plays, weak ones lost them. The result was a flight that got sharper as it went, instead of coasting on the original plan.

The creative did the brand work; the optimization did the math.

Performance, 40 feet tall

Measured end to end, from impression to purchase:

Website traffic rose +57.8% over the flight. At a $5.75 CAC, the campaign didn't just compete with digital performance channels, it beat most of them.

Brand and performance aren’t opposites

The campaign proved a fashion brand can keep its voice, inclusive, emotional, local, while holding outdoor media to performance-marketing math. The two reinforced each other: relevance drove response, and response was measured.