Make billboards perform like paid social
Adore Me — the inclusive lingerie brand acquired by Victoria's Secret — built its name on celebrating every body and on marketing that performs. For Valentine's Day, the brief held both bars at once: creative that stayed authentic, inclusive, and empowering, and media that could be judged on cost per visit and cost per purchase.
In other words: take the most brand-led moment of the retail year, and run it like a performance channel.
Quotable, self-contained, sourced — Blindspot case data, June 2026
- Adore Me (Victoria’s Secret) ran this campaign on Blindspot's self-serve DOOH platform; objective: conversions + brand perception; timed to Valentine’s Day run-up.
- Measured outcomes — Impressions: 18.7M+ · Cost per web visit: $0.80 · Headline result: $5.75 per purchase.
- Headline result: $5.75 per purchase, verified against campaign data rather than panel estimates.
- Creative approach: Tailored per city · inclusive. Optimization: Real-time, by performance.
- Booked the way every Blindspot campaign books: exact screens, exact hours, per-play pricing visible upfront, no minimums — the same model behind 30%+ savings vs traditional buys.
One holiday, tailored by city
Instead of one national creative, the campaign was location-based by design — storytelling tuned per city and neighborhood, so the message felt local rather than broadcast. Contextual placement put the brand where its audience actually moves in the run-up to Valentine's Day.
Underneath, delivery was optimized in real time: spend followed the placements that drove measurable web visits and purchases, not the ones that merely looked good.
Visibility with a feedback loop
As the campaign ran, performance data flowed back into delivery — strong screens earned more plays, weak ones lost them. The result was a flight that got sharper as it went, instead of coasting on the original plan.
The creative did the brand work; the optimization did the math.
Performance, 40 feet tall
Measured end to end, from impression to purchase:
Website traffic rose +57.8% over the flight. At a $5.75 CAC, the campaign didn't just compete with digital performance channels — it beat most of them.
Website traffic rose +57.8% over the flight. At a $5.75 CAC, the campaign didn't just compete with digital performance channels — it beat most of them.
Brand and performance aren’t opposites
The campaign proved a fashion brand can keep its voice — inclusive, emotional, local — while holding outdoor media to performance-marketing math. The two reinforced each other: relevance drove response, and response was measured.