Launching a new product for €2,000 : My successful local ad strategy

To build brand awareness in Bordeaux, Véra Cosmetics is allocating a €2,000 budget for the month of March.

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The media plan: Maintaining a month-long presence

To make the brand unmissable, here is a sample media plan spread over 4 weeks.

Proposed advertising channels:

• Urban billboards

The core of our strategy relies on a 7-day outdoor campaign. We have selected a DOOH billboard network in Bordeaux with a budget of €1,800. A structured network allows for visual saturation in high-traffic areas (city entrances, shopping districts like Gambetta, or the quays). This traditional approach is the pillar of our awareness goal, integrating the Véra brand into the daily landscape of Bordeaux residents.

This network is specifically designed to maximize message frequency for our urban target. By crossing paths with the ads multiple times a week, customers memorize the "Véra" name almost subconsciously.

To discover the technical details and locations, you can view this network of digital billboards in Bordeaux.

• Programmatic display

To support this physical presence, we are activating a digital layer with a monthly budget of €200. Here, we use programmatic display. The idea is to serve banners on websites visited by our target audience. It is the essential digital complement that transforms a street-side glance into a familiar online presence.

>>> Learn more about programmatic display

Essentially, combining billboards with programmatic display allows for multiple touchpoints throughout the day. For example, a customer might see the urban billboard during her morning commute and then receive an invitation on her screen during lunch: "A perfect glow in seconds, because your time is precious. Get 15% off in-store with code FEMME26."

>>> How to build a good media plan ?

Scaling up with an additional €5,000 budget

If we have an additional budget of €5,000, we will activate extra levers that accompany the customer at every strategic moment of their day.

• Micro-influence: Building social proof

We select two Bordeaux influencers known for their authenticity, with a budget of €800 (€400 each). The objective is the creation of one "Reel" (dynamic short video) per creator. This format is highly effective for humanizing the brand; by seeing a trusted person apply the Véra stick to their cheeks, eyes, or lips, the customer overcomes any final hesitation. This step transforms curiosity into trust.

• Programmatic audio: Immersive sound on Spotify

We allocate €1,000 per month for audio messages on Spotify, exclusively targeting women living in Bordeaux. This is a powerful lever to reach our audience during intimate moments (workouts, commuting, morning routines) where attention is at its peak. Sound creates a strong emotional bond and ensures the name "Véra" stays top-of-mind, even without a screen.

• Programmatic display

With a significant budget increase to €1,000 per month, we maintain programmatic display as a digital pillar. This budget jump is a game-changer. We are no longer just doing proximity reminders; we are shifting to a strategy of digital advertising dominance in Bordeaux.

This increased power allows us to boost exposure frequency among future customers. By using real-time behavioral algorithms, we display Véra visuals only on the websites and apps most visited by our target audience. This is the essential tool for converting street-level awareness into a constant flow of sales.

To understand how this technology optimizes every euro invested, I invite you to check our programmatic display solutions here.

In short, the main takeaway from this strategy is that isolated presence is no longer enough to capture increasingly fragmented attention. Today, you cannot just put up a billboard and hope to build a brand.

For a brand to succeed, it must be seen in multiple places. A street billboard shows that the brand exists and is legitimate. Then, a mobile ad or a radio message reminds the consumer of the product at the perfect moment. It is this blend of the physical and digital worlds that ensures brand recall.

By not putting all your eggs in one basket, you ensure the message follows people through their day until they are ready to buy.