As the digital agency partner for bareMinerals, WITHIN was tasked with boosting the brand’s presence in the rapidly expanding clean beauty market. Through a meticulously crafted digital out-of-home (DOOH) and retargeting campaign, we achieved remarkable results, generating over 22 million impressions at a cost 39% lower than the client’s previous benchmarks.

The Challenge

As the clean beauty market became increasingly competitive, bareMinerals, a leader in the industry, aimed to boost awareness and sales of its Original Pure Serum product across the U.S. With a strong presence in third-party retail stores like Ulta Beauty, Sephora, and Macy’s, bareMinerals also faced the challenge of accurately measuring the impact of its advertising on in-person sales.

The Solution

The WITHIN team recognized significant opportunities in leveraging digital out-of-home (DOOH) and retargeting campaigns to enhance brand visibility and drive in-store visits. Our approach involved strategic partnerships with Place Exchange to optimize targeting, The Trade Desk to manage and execute the strategy, and Foursquare to accurately measure campaign success.

Using Place Exchange’s mapping technology, we prioritized DOOH screens near top-performing Ulta Beauty stores and leveraged third-party audience data to target women over 18 who frequently purchase cosmetics and skincare products. Additionally, we utilized mobile device IDs captured by Place Exchange to retarget consumers across multiple touchpoints, increasing brand consideration and optimizing ad spend. To assess the impact of ad exposure on in-store visits, we employed Foursquare’s foot traffic measurement tool.

The Results

Our integrated campaign delivered impressive results, generating 22 million impressions at a cost 39% below the brand’s benchmark. Sequential retargeting brought in 4.3 million unique visitors, with a click-through rate (CTR) of 0.12%, which is 33% above The Trade Desk’s benchmark. The campaign also led to a 5.41% increase in in-store visits, with a store visit rate of 2.86% — more than a full percentage point above the Foursquare benchmark.

• 22 million impressions at a cost 39% below benchmark
• 4.3 million unique visitors with a CTR 33% above benchmark