European digital advertising platform Azerion has unveiled the results of its high-performing programmatic omnichannel strategy for luxury fragrance brand Maison El Nabil; the campaign was executed through Azerion’s HAWK DSP in partnership with outdoor specialist Hypermedia and AiOO’s real-time audience intelligence infrastructure for out-of-home (OOH). 

Timed to coincide with the brand’s rebrand to ‘Maison El Nabil’ and its ‘Luxury for Everyone’ positioning at October’s Beautyworld Dubai, the campaign demonstrated the impact of combining high-visibility premium digital OOH (DOOH) with precise mobile retargeting.

This strategic activation was Azerion’s first AI-powered creative execution in the luxury sector. AI-generated creatives provided by outdoor digital screen company VISUAAL were integrated with AiOO’s real-time anonymised audience signals - such as verified screen-level exposure, demographic indicators, and attention metrics - to ensure brand messaging appeared across the Hypermedia network when it would have most impact.

Combining advanced technology and targeted media delivery enabled Maison El Nabil to maximise visibility and engagement among critical B2B and B2C audiences.

The results demonstrate the campaign's success in strengthening brand desirability and generating qualified leads. The post-campaign study, undertaken with Azerion’s proprietary measurement solution, revealed immediate and significant brand uplift:

• Purchase intent: The campaign was commercially successful, with intent to purchase increasing 23 points to reach 41% among people who remembered the ads having been exposed to them. Overall intent to purchase reached 18% but jumped to 30% among those exposed to DOOH alone.
• Brand awareness: Awareness was up 8 points among audiences exposed to the ads and recalling them, taking it to 15%. This increase saw El Nabil pass established competitors to become the second most recognised perfume brand in spontaneous awareness testing. 
• Omnichannel synergy: The combination of DOOH integrated with display systematically outperformed single-channel exposure, proving that multiple touchpoints significantly amplify all key performance indicators (KPIs). Crucially, 70% of respondents exposed to both channels perceived the brand as ’Affordable Luxury’, reflecting the core rebranding message.
• Precision and reach: The dual targeting strategy was highly effective, reaching international buyers and distributors (B2B) and luxury enthusiasts (B2C). The campaign's geo-targeting delivered high precision, with 58% of respondents that recalled the ads having been exposed to them working within the beauty/fragrance sector.

"This activation enabled us to achieve multiple strategic objectives," said the CEO of Maison El Nabil. "The campaign successfully raised awareness of our brand among the general public as well as industry professionals, while effectively recruiting distributors and influencers interested in promoting Maison El Nabil products. This omnichannel approach perfectly complemented our social media strategy by adding a powerful branding dimension, thanks to the exceptional reach and impact of DOOH media. The combination of traditional digital channels with premium out-of-home placements created a brand presence we simply couldn't achieve through social alone."

This finely tuned programmatic campaign showcases Azerion’s leadership in delivering measurable, high-impact results for luxury brands by blending innovative AI creative and data-driven targeting across synergistic media channels.

Access the complete case study and discover the full potential of omnichannel activation and our robust measurement methodology: https://marketing.azerion.com/el-nabil-case-study

Azerion

Azerion (EURONEXT: AZRN) is a leading full-service digital advertising partner for brands, agencies, and publishers. Through our omnichannel capabilities, we drive continuous business growth by curating and connecting scalable, addressable custom aud...

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