STRATEGY AND DELIVERY
Pulse Outdoor Media supported L’Oréal in delivering a comprehensive, highly targeted nationwide campaign within hospitals’ dermatology and skincare departments that utilised large format posters, digital screens, and leaflets.
Location
Hospital locations throughout England and Wales were selected based on footfall and opportunities for placement within specific dermatology and skincare departments. Reaching this highly relevant audience at a time when people were receptive to products and support was key.
Artwork
Campaign artwork had a focus on statistics, highlighting how common skin issues are amongst key demographics such as babies, teenagers and cancer sufferers.
Eye-catching real-life imagery was used to capture attention, along with hard-hitting facts. QR codes were used to drive people to the website for more information and support.
Timeframe
The campaign ran for a total of 12 months across multiple, nationwide sites.
Formats
A range of formats were used throughout the campaign.
A1 and Large Format Posters:
Located in prominent positions within targeted skincare and dermatology departments.
A5 Leaflets:
Positioned adjacent to posters.
Digital D6 Screens:
Located within main entrances/ exits, foyers and reception areas, therefore highly visible to everyone passing through the hospital.
The team are very responsive to our needs and requests and we have a great working relationship with them.
Macmillan Cancer Support
SUMMARY
L’Oréal’s year-long campaign effectively leveraged multiple formats to reach and engage dermatology and skincare patients visiting hospitals.
By integrating posters, digital screens, and informative leaflets, the campaign not only increased visibility of La Roche Posay products but also provided valuable support and education to patients. This strategic approach ensured a successful outcome, meeting both the brands and the patients’ needs.