Who What Wear launches digital OOH campaign targeting mall shoppers

Dive Brief:

Who What Wear, a fashion media site from Clique Brands, is partnering with digital out-of-home video network Adspace on a series of videos featuring fashion content, a press release announced.
Short-form videos will air on Adspace's 4,500 screens in more than 300 malls in the U.S., reaching 80 million consumers per month. The partnership marks the first time Who What Wear is targeting shoppers in retail-driven environments with content.
Vox Media's The Verge and Polygon verticals debuted on the Adspace network earlier this month.

Dive Insight:

By bringing editorial content to digital OOH, Who What Wear will be able to target shoppers with trend reports, style guides, fashion news and how-tos while they are in a retail environment and considering a purchase. The content would resonate with younger consumers, as Who What Wear says its audience makes up 42% of all U.S. female millennials. The campaign could also attract the younger Gen Z, who are 23% more likely to visit shopping malls compared to other age groups, according to a Foursquare and Carat study.

Digital OOH marketing is growing as marketers are seeking ways to engage with consumers in memorable ways throughout their daily routines. The format can also drive results. Brands that devote 15% or more of their media budgets to OOH had a 24% increase in brand trust, a 106% increase in perception and a 275% boost in customer loyalty, according to a study by Rapport, OOH division of IPG Mediabrands.

The Who What Wear campaign shows how brands are getting more creative with their digital OOH campaigns and incorporating other marketing tactics. Baked goods brand Bauducco Foods recently merged social influencers with OOH for its holiday campaign. Bauducco took over the Cube, a 4,000-square-foot full-motion display in New York City's Times Square, and encouraged passersby and social influencers to share holiday messages with their loved ones, which were shown on the screen in real time. Adidas Originals recently used billboards to feature influencer content to promote the launch of the P.O.D. shoe. The billboards included the influencer's Instagram handle, a message about some aspect of their life and a suggestion to visit a local Adidas store.