• by Les Luchter , August 23, 2023

Unilever-owned skincare brand Murad has launched its first-ever out-of-home (OOH) ads as part of “Not Your Ordinary Serums,” a six-week campaign running through Sept. 26.

The OOH ads, which Murad chief executive officer Paul Shiraldi tells Marketing Daily represents about 15%-20% of the campaign budget, are running in New York City and Los Angeles.

In the Big Apple, Murad has put up a digital wraparound at Broadway and 46^th St. in Times Square, consisting of four large screens and three smaller ribbons running down the left side of the billboard.

In L.A., the OOH consists of more than 30 wild guerilla postings, plus two “barricade” (located on a heavily trafficked street) postings that will be up the entire campaign (at Lincoln Blvd/Grant Ave and La Cienega Blvd/W Pico Blvd).

Shiraldi says Murad turned to OOH because the brand wanted a full 360 approach to “raise awareness around the fact that Murad’s serums have a strong point of difference. We don’t just highlight one ingredient or multiple ingredients, [but also] a new technology or the latest iteration of the ingredient.”

He points to Murad’s recent launch of Retinal ReSculpt Overnight Treatment, in which “the retinal was encapsulated for deeper delivery.” That product is featured in much of the current campaign, which also includes paid ads on social media platforms (Meta, TikTok) and YouTube, email support, influencer-created videos, and connected TV ads on Hulu, Peacock, Disney+, Discovery+ and other platforms. Booyah is the media agency.

Shiraldi says Murad’s social media advertising relies on “usual retargeting and prospecting tactics…e.g, former visitors to certain pages,” and beyond that a “bullseye” target of “35-64 with wrinkles, firming and aging concerns” for its anti-aging Resurgence Collection, as well as “a larger target of anyone 25+ looking to prevent premature aging.”

Another key element in the campaign is “Not Your Ordinary Match,” a sweepstakes matching game found on a dedicated landing page developed by the Wondersauce agency. Murad is driving consumers to the game via QR codes on the advertising, as well as organic and paid social media, and emails.

Everyone who enters the sweepstakes will receive 25% off sitewide at Murad.com and be eligible for the grand prize: $2,000 in flight credits for two, plus a carry-on packed with Murad products.

Will OOH continue to be a part of Murad’s marketing going forward?

“As a medium-sized legacy brand that needs to maximize every dollar for tangible ROI,” Shiraldi says, “we will continue to monitor and assess whether OOH should be a regular part of our marketing mix.”