Douglas – #letsdobeautiful
The topic of diversity is more important than ever. And with the #letsdobeautiful campaign, Douglas was strongly shaking up the common ideal of beauty. With the various motifs, Douglas sends the message: “We are just as BEAUTIFUL as our ACTIONS”.
The Media strategy
The goal of the campaign was to touch peoples heart, to define beauty more broadly and to include our actions in this definition. The target group was mainly women aged 20-49 and young men. The campaign took place in early summer 2021 and was displayed in the cities of Berlin, Hamburg, Munich, Cologne and Düsseldorf using an on-off strategy.
In a wide-reaching first flight, city light posters as well as mega light select (MLS) and billboards (GF) were used in the city area to give the campaign a high visibility.
The second flight was targeted with MLS and GF to reach the target group effectively and sustainably. Programmatic DOOH was used to extend the campaign into the public transport system.
The Douglas visuals ran on the Infoscreen and Station Video media. The time slots Monday to Friday from 7:00 to 9:00 and 16:00 to 18:00 were used to optimally reach the mobile target groups.
The highlight of the campaign was the eye-catching and highly visible giant posters. They were used in the cities of Munich, Düsseldorf and Berlin.
The campaign achieved over 60 million contacts with a net reach of 89 percent within the target group.