La Redoute, heritage French apparel and home decor retailer, faced low brand awareness. It is predominantly recognised for fashion, so particularly needed to showcase its homeware range. Although well-known in Europe, the brand aimed to increase awareness within the UK.
Furthermore, due to frequent promotions and sales, La Redoute was perceived as a discount brand, so needed to reposition itself as a trusted design-led retailer through its first UK brand campaign.
We designed an audience-first campaign, using addressable digital out-of-home (DOOH) to efficiently target La Redoute’s ideal customers. We undertook strategic audience research to rise above stereotypical generational segmentation, identifying key consumer groups we would tap into:
DOOH was chosen as it blends high-impact visuals with relevant reach, distinguishing La Redoute with a blend of traditional and modern advertising strengths. We know consumers consider trust a key deciding factor in their buying decisions. Therefore, we used DOOH to create an authentic audience connection due to being a highly trusted medium.
First, we undertook data-driven audience planning using first-party data, Kantar TGI segmentation and YouGov trust benchmarks to identify key audience groups and their media behaviours. Then, we deployed programmatic OOH, which we identified as the most engaging to our target audience. As part of this, we used dynamically optimised placements and timing using Audience Reach Percentage (ARP) technology to maximise on-target reach.
Key to the success of this campaign was a phased rollout. We first tested regionally across relevant DOOH placements in London. Effectiveness is at the core of our media campaigns, so we partnered with AdSquare to track ad exposure impact on website traffic and sales. We complemented this by brand tracking and a hold-out test to measure incremental lift.
Later, we expanded the activity with bespoke creative. This included a takeover of Tottenham Court Road station to support La Redoute’s Fitzrovia pop-up event celebrating the 10th anniversary of its Interieurs collection.
By aligning audience insights with smarter media investment, the campaign delivered measurable improvements in brand perception, audience reach, and incremental revenue. All in all, successfully beginning the repositioning of La Redoute in the UK market.
And the results? Très magnifique.
