Overview

Big Wednesday helped Lovehoney, the market-leading innovator in sexual wellness, measure the true performance of their Out-of-Home (OOH) advertising campaigns across multiple UK locations. Using advanced algorithmic analysis, we quantified the campaigns' impact on website traffic, sales conversion, and revenue generation for this category-disrupting brand.

The Challenge

OOH advertising effectiveness can be difficult to measure precisely. As pioneers in sexual wellness, Lovehoney needed to understand the real impact of their bold billboard and digital display investments across multiple UK cities to optimise future marketing spend and continue their market dominance.

The Approach

We deployed a sophisticated measurement methodology:

• Created a predictive algorithm forecasting expected traffic, sales, and revenue in the absence of OOH activity

• Focused on brand-aware channels (Direct, SEO, PPC Brand)

• Compared actual versus predicted performance metrics

• Analyzed results both during campaigns and post-campaign to account for conversion lag

Campaign Execution

Lovehoney's innovative OOH campaigns ran across strategic locations in four major UK cities:

• London: 9 premium locations including Westfield shopping centers, Hammersmith Broadway, and Canary Wharf

• Glasgow: The Screen @ St Enoch

• Birmingham: Digi-Bridge, Birmingham Central

• Manchester: Princess Road

Results

London

• Traffic: +8% overall increase, reaching up to +30% daily at peak periods

• Revenue: Initial -0.1% during campaign, but +9.8% post-campaign

• Key Insight: Higher value purchases indicated increased brand trust in the sexual wellness category

Glasgow

• Traffic: +6.3% overall increase

• Revenue: +18.42% during campaign, sustaining at +17.48% post-campaign

• Key Insight: Immediate positive impact on both traffic and conversion for this disruptive brand

Manchester

• Traffic: +1.1% overall increase

• Revenue: Modest +0.44% during campaign, growing to +7.39% post-campaign

• Key Insight: Significant lag time between awareness and conversion in the sexual wellness space

Birmingham

• Traffic: -12% compared to predictions

• Revenue: -10.67% during campaign, -9.56% post-campaign

• Key Insight: Campaign failed to resonate in this market despite the brand's innovative positioning

Key Learnings

1. Regional Variation: Significant performance differences between cities highlight the importance of location-specific strategies for sexual wellness marketing

2. Conversion Lag: In most markets, revenue impact improved post-campaign, demonstrating OOH's lasting brand awareness effects for category disruptors

3. Value Impact: Where successful, OOH campaigns often drove higher average order values rather than simply more transactions

4. Investment Optimisation: Glasgow showed the highest ROI, while Birmingham indicated the need for campaign adjustment

By applying predictive algorithms and comparative analysis, we provide innovative clients like Lovehoney with precise insights into campaign performance, enabling smarter marketing investment decisions that maintain their position as sexual wellness market leaders.