Pantene DOOH Campaign Proves 140% Sales Outperformance

Procter & Gamble (P&G) partnered with Blindspot to explore whether digital out-of-home could sustain Pantene’s sales momentum after a promotional period ended. The goal: to prove that DOOH isn’t just a short-term sales driver but a retention and brand recall mechanism that maintains consumer engagement long after discounts disappear.

Proving Retention Over Reaction

P&G designed a controlled retail study to isolate the true incremental effect of DOOH advertising. All participating stores started with the same promotional pricing phase. When the discount ended, only select stores continued running Pantene’s DOOH ads, while others stopped completely.

The objective was to compare both groups under identical conditions and determine whether ongoing exposure to digital placements could sustain sales without price-based incentives.

Key Challenges:

• Measuring sales resilience after the end of a discount period
• Comparing DOOH-enabled vs. control stores with identical baseline data
• Demonstrating DOOH’s ability to maintain growth and loyalty, not just spike demand

Measuring Impact Through Control and Consistency

Using Blindspot’s retail analytics and exposure data, Pantene’s digital creatives were displayed in key beauty and haircare aisles, maintaining brand presence where shoppers make real decisions.

By combining sales data, location tracking, and campaign timing, P&G could attribute post-promo performance differences directly to the impact of DOOH.

This data-driven approach provided the perfect environment to test DOOH as a medium of continuity rather than campaign bursts.

DOOH That Outperformed Discounts

The results were clear — Pantene’s DOOH screens didn’t just drive awareness; they sustained it.

DOOH Reduced Post-Promo Sales Drop by 60%

• Stores without DOOH saw a 74% decline in sales after the promotion ended.
• Stores with DOOH saw only a 29% drop, showing DOOH’s ability to maintain momentum.

DOOH Stores Outperformed by 140%

• When combining both campaign and post-campaign periods, DOOH locations achieved 140% higher total sales volume than control stores.

Market Share Reversal

• Before the campaign, non-DOOH stores outperformed DOOH stores by 11%.
• After the campaign, DOOH stores finished 17% ahead in total sales.

Why It Worked: Consistency and Context

Pantene’s success with DOOH demonstrates that consistent visibility drives sustained buying behavior  even when promotions end.
By maintaining brand presence in key decision zones, Pantene reinforced recall, built familiarity, and nurtured repeat purchases.

DOOH kept the brand top of mind during the “post-discount decision lag,” helping consumers associate Pantene with both quality and accessibility, not just price.

What FMCG Brands Can Learn from Pantene’s Approach

This case study proves that digital out-of-home can play a long game. Instead of fading after a campaign flight, DOOH supports brands through:

• Post-campaign retention: maintaining awareness after promotions end.
• Category leadership: protecting market share from competitors’ discount cycles.
• Real attribution: measurable differences between exposed and unexposed stores.

For P&G, DOOH became a bridge between promotional bursts and brand loyalty ensuring Pantene remained a trusted choice even after the deals were gone.