Intimissimi & Blindspot — Driving a 53% Lift in Store Visits Across the U.S.

Intimissimi, part of the Calzedonia Group, wanted to modernize its U.S. marketing strategy by shifting from static OOH to data-driven, performance-measured digital out-of-home (DOOH). The objective was clear: generate measurable store visits, not just awareness, while maintaining creative quality and optimizing spend.

The brand needed a scalable approach that could run across multiple major U.S. cities including New York, Los Angeles, Miami, and Orlando. At the same time, it sought to prove DOOH’s ability to compete with digital performance channels in precision and accountability.

Reaching Fashion-Savvy Women Where They Shop

The campaign targeted urban, fashion-savvy women and high-income shoppers likely to visit premium retail centers. Using mobile-location insights, Blindspot focused on consumers living within 16 miles of an Intimissimi store or frequently visiting nearby retail corridors and transit hubs.

Timing was critical: the campaign ran in early 2025, during winter retail months when apparel shopping peaks, maximizing the potential for real-world conversions.

Smart Strategy: Blending Creativity and Analytics

Blindspot used a test-and-control methodology to measure DOOH’s direct effect on store visits. The campaign activated across bus shelters, billboards, malls, and truck routes, all located in high-traffic retail and fashion districts.

Creative assets were designed for motion, minimal copy, and emotional connection, focusing on brand imagery and seasonal collections. The DOOH placements were programmatically optimized by location, time of day, and dwell zones, ensuring the highest possible exposure to likely shoppers while avoiding wasted impressions.

Execution & Results: Performance Across Markets

Running from January 24 to February 9, 2025, the campaign leveraged mobile location intelligence to track exposed vs. unexposed audiences.

The results were significant:

• +53.55% lift in foot traffic across exposed audiences compared to control stores
• Average travel distance of 16 miles from home to store
• Average 4 days from exposure to visit, showing short conversion latency
• Top-performing markets: Miami, Orlando, and Los Angeles (each exceeding 50%+ lift)
• Top-performing formats: Bus Shelters, Billboards, and Truck Routes (each driving over 60%+ lift)

The data validated DOOH’s ability to drive measurable store visits and outperform traditional awareness media.

What We Learned: Fashion Meets Data

The Intimissimi campaign proved that contextual digital out-of-home advertising can rival digital performance channels when precision and measurement are built in. By pairing creative storytelling with analytics-driven placement, Blindspot transformed DOOH from a brand awareness medium into a sales-driving performance channel.

Post-campaign analysis confirmed that users exposed to the ads were more likely to travel across greater distances and visit physical stores within just four days, proving that DOOH doesn’t just inspire; it converts.

The key takeaway: fashion brands can use DOOH not only to elevate image but to generate tangible results through measurable, location-based engagement.