Kiss Products' OOH Campaign Supports New Lash Innovation
Kiss Products in May ran a monthlong out-of-home advertising campaign in New York and Los Angeles to support the national rollout of its press-on under-lash false lashes, imPRESS Falsies.
As part of a multi-city, omnichannel marketing support plan, the OOH effort ran from May 1-28, occupying big screen space in the two major cities. The campaign promoted imPRESS Falsies, which rolled out earlier this year, and emphasizes how the product uses pre-bonded technology that eliminates the need for applying glue.
In New York, imPRESS Falsies advertisements were placed in Times Square on the trio board that flanks the sides of the Paramount Hotel. They were seen by 475,000 consumers a day, according to a news release from Kiss.
Advertisements were also displayed digitally on 66 urban panels above subway and transit openings. Kiss said having the advertisements run in both places would allow the brand to be viewed by both pedestrian foot traffic on the street and by daily commuters using the transit system, per the release.
In Los Angeles, the brand expanded its reach with digital kiosks in Santa Monica, in addition to taking over a Playa Vista town center billboard. This large format digital unit was located at Runway Playa Vista, in the heart of L.A.'s Silicon Beach.
Runway is a shopping mall and “social hub” with a cinema, restaurants, bars, fitness venues and cafes in addition to being surrounded by media agencies, startups and tech companies like YouTube, Space LA and Facebook, per the release, which claims the area sees nearly 227,000 consumers daily. Twelve sidewalk kiosks also featured the ad, with a QR code directly linking to the imPRESS Falsies website.
Kiss worked with New York-based advertising agency EGC Group on the OOH campaign.
Kiss expected the campaign to reach a total of over 40.3 million consumers across both cities. The brand’s larger 360-degree multi-media national launch plan also included social, digital, video, influencer and sampling efforts.