Ocean Outdoor and Drs Leenarts: A campaign impact study

The brand building power of shopping environments

The Challenge

Drs Leenarts is a Dutch skincare brand founded by dermatologist Marjolein Leenarts. The brand is known for effective, science-based skincare products that are free from unnecessary ingredients and perfume, making them suitable for even the most sensitive skin.

To promote its sun care range ahead of summer, Drs Leenarts launched a full-motion campaign across Ocean’s Premium Shopping Network, reaching consumers in seven shopping centres throughout the Netherlands. Combining large-format digital screens with digital totems placed throughout the malls, the campaign paired strong brand assets with a clear sun protection message.

Ocean Outdoor_Purmerend_De Eggert_The Loop_Dr. Leenarts_HR1

The Reseach

To understand the impact of the campaign, Ocean asked more than 2,800 consumers to share their views through an online survey after the campaign period. Results were analysed by comparing visitors and non-visitors of the participating shopping centres, making it possible to measure the effect of likely campaign exposure across awareness, consideration, brand perceptions and purchase behaviour.

The study also explored the role of repetition by comparing consumers who visited the shopping centres more frequently with those who visited less often.

The Outcome

The results show the strength of Ocean’s Premium Shopping Network: brand building in an environment where people return, move around and are naturally exposed to campaigns more than once. The campaign delivered strong effects across the full funnel, with the biggest uplifts deeper down, where consideration and preference are formed. By repeatedly strengthening positive associations with Drs Leenarts, the campaign helped build the kind of brand presence that consumers use when making in-store choices.