OOH Strategy Drives Store Traffic Lift & Efficient CPOs

Share Local Media partnered with Fabletics on an OOH activation designed to prove how OOH and direct mail play very well together - out-of-home gets you out there, in a big way, and direct mail brings it home (literally) to capture and convert that demand at the household level. The campaign ran in Dallas–Ft. Worth for 4 weeks (7/28–8/25) with 7 placements (static + digital), supporting three store locations and delivering an estimated 9.7MM impressions.

Fabletics had previously tested OOH across multiple markets, but the biggest barrier to scaling was measurement - the team needed proof that OOH could drive incremental store visits and sales with defensible reporting.

We built an OOH plan rooted in performance and designed explicitly for measurement - and intentionally aligned it with direct mail strategy. By utilizing Shared Mail learnings we were able to identify top-performing geographies (Texas) and narrow to Dallas–Ft. Worth based on mail cadence and store proximity. This activated a store-proximate media plan (within ~10 miles of locations) using a mix of static + digital bulletins to balance reach, frequency, and budget. This was all measured with multiple complementary methodologies, running four studies (including three in-house) and reporting across 14-day and 30-day attribution windows: Footfall, Sales Lift, OOH Matchback, and Match Market.