ICI PARIS XL : “Pop-Up Plaisirs d’Hiver”

Best practices

Partner

JCDecaux

Categories

Fashion, Point of Interest, Point Of Sale, Retail

Objective Campaign

  • Immediate Drive-to-Store: Convert the audience of the “Plaisirs d’Hiver” (Winterpret) event into active customers in physical stores and on the online shop.
  • Members Engagement: Build loyalty among ‘Beauty Members’ with exclusive benefits that can be combined with current promotions.
  • Digital Virality: Create a massive buzz on Instagram and TikTok to extend the reach of the activation far beyond its physical location.

Media characteristics:​

  • Format: Physical event activation (Pop-Up Store) combined with the distribution of discount vouchers.
  • Promotional Offer: Distribution of vouchers offering an additional €5 discount on purchases of €25 or more, valid until 18/01/2026.
  • Social Amplification: Video content strategy (Instagram & TikTok) generating over 291,000 views in total across both platforms.
  • Location: Premium location in the heart of Brussels during the Christmas market.

Reason best Practice

  • Conversion Efficiency: With a redemption rate of 1.53%, the campaign demonstrates a real ability to convert event-based engagement into concrete purchases.
  • Media & Social-to-Store Synergy: The activation generated remarkable social performance with average engagement rates of 4.95% on Instagram and 5.36% on TikTok, proving that OOH events are a powerful content driver.
  • Strategic Localised Impact: The success is clear, with 64% of total sales made in the 10 Brussels stores and via the online shop, validating the choice of location and the relevance of the geographical targeting.

Subscribe

* indicates required

Intuit Mailchimp