Case Study: Imperial Tobacco Canada boosts walk-ins with Billups OOH targeting

Imperial Tobacco Canada drives 34,895 incremental walk-ins with Billups

Imperial Tobacco Canada aimed to increase brand awareness for its nicotine replacement product among an A35+ audience. The challenge was to navigate a shifting regulatory environment and reach consumers at high-intent moments, particularly around pharmacies. They partnered with vendor Billups for a targeted out-of-home (OOH) advertising campaign.

Billups implemented a flexible, data-driven media plan using broad market coverage across billboards, subway screens, and transit shelters. They utilized geofencing around pharmacies for real-world attribution and pivoted formats to adapt to new regulations. The campaign delivered strong results for Billups, including 34,895 incremental store walk-ins, a 1.51% lift in foot traffic, and a 4.15% increase in brand familiarity, proving the effectiveness of their precision targeting.

Imperial Tobacco Canada