JCDecaux Measures Dafeixin Campaign Effectiveness in Beijing Metro
Out-of-home (OOH) advertising and AI analysis evaluated the success of hair care brand Dafeixin's campaign in Beijing Metro. The assessment focused on creative impact and purchase intent.
Out-of-home advertising company JCDecaux has measured the performance of a successful campaign for Chinese hair care brand Dafeixin in the Beijing Metro. The campaign, which ran for nearly six months, aimed to raise awareness for two anti-hair loss products and guide consumers to the e-commerce platform JD.com.
JCDecaux's China teams conducted two post-campaign studies to evaluate the results. One was a brand impact survey involving 500 metro commuters. The other was an AI-driven analysis of creative performance using the Optix Creative Heatmap solution.
The Optix analysis revealed that Dafeixin's second creative performed better, achieving a higher attention score (83% vs. 78%) and superior clarity (73 vs. 69) compared to the first. The analysis confirmed the message's effectiveness and boosted product and slogan recall to 38.9%.
The brand impact survey demonstrated that the campaign met its objectives. Participants understood the products' availability on JD.com, and brand perception improved. The results underscore the importance of visual design in conveying messages and highlight the effectiveness of OOH advertising in guiding consumers through their purchase journey.