+140% after the promo ended.Loyalty you can measure.

Keep selling after the discount dies

Every FMCG brand knows the shape of the curve: promo starts, sales spike, promo ends, sales crater. P&G wanted to know whether DOOH could flatten the crater, sustaining Pantene's momentum after the discount disappeared, without spending another cent on price.

So they designed the question properly: not "did the campaign work?" but "what happens in identical stores when only the screens differ?"

A controlled study, not a victory lap

Every participating store ran the same promotional pricing phase. When the discount ended, only select stores kept running Pantene's DOOH creative in the beauty and haircare aisles, the rest went dark. Same products, same baseline, same shoppers. One variable.

Blindspot's retail analytics combined sales data, location tracking, and campaign timing, so any post-promo difference between the two groups could be attributed to one thing: the screens.

Continuity, not a burst

This wasn't a launch spike play. Pantene's creative held its position in the aisles where haircare decisions actually happen, week after week, testing DOOH as a medium of continuity rather than a campaign firework.

The screens kept the brand present at the decision point precisely when the price advantage was gone, the moment most brands quietly lose the shopper.

The floor held

Measured store-against-store, with identical baselines:

The point isn't the spike; it's the resilience. Where screens stayed on, the post-promo crash largely didn't happen. Shoppers kept choosing Pantene at full price.

Presence compounds

Discounts rent demand; presence keeps it. For FMCG brands, the lesson is that DOOH isn't just a demand spike; it's a retention and recall mechanism that protects full-price sales when the promotional crutch is gone.