For the launch of LIBRE L’Eau Nue, YSL Beauté wanted to reach an affluent, urban female audience aged 25+ while going beyond traditional visibility metrics. The objective was clear: create a premium brand experience, strengthen purchase intent and demonstrate a measurable impact on visits to Sephora stores.
Turning an in-car brand experience into measurable retail impact
The campaign ran for 15 days across 747 DigiCab screens in Paris, Lyon, Marseille and Nice. DigiCab’s embedded AI enabled the campaign to focus on the intended audience, while the premium in-car environment provided extended, distraction-free exposure. The experience was taken one step further with 5,000 LIBRE L’Eau Nue samples handed directly to passengers, creating a tangible connection between media exposure and product discovery.The campaign delivered 2.1 million reach impressions and 1.6 million audience-facing logs, with each creative viewed an average of three times in full attention — approximately 90 seconds per contact. Brand-lift results showed 94% campaign recall and 87% purchase intent, including 46% firm intent.Most importantly, the drive-to-store study isolated a +8.9% uplift in Sephora visits among exposed audiences versus the control group. Based on 246,000 exposed individuals compared with 354,000 non-exposed individuals, the campaign generated approximately 1,160 incremental store visits, demonstrating a direct link between targeted media exposure, attention and measurable retail behaviour.
