Publicis · Sally Hansen · Argentina
Sally Hansen shines with its pDOOH campaign with Taggify
The nail care brand, Sally Hansen, launched its outdoor advertising campaign in indoor and outdoor locations in the Autonomous City of Buenos Aires for three months.
Published: February 4, 2026 | Last updated: February 4, 2026
Partners:
Taggify's DSP platform provided billboards and screens in shopping malls for Sally Hansen's programmatic campaign.
As a result, this pDOOH campaign achieved 1,795,814 impacts in Buenos Aires, Argentina.
THE CHALLENGE
Sally Hansen wanted to promote its new nail care launch in the Argentine market. It partnered with agency Publicis Groupe to meet its goal and used the following advanced tools from Taggify's programmatic platform.
THE SOLUTION
- Outdoor audience targeting: The brand segmented the audience on Taggify's platform so that its ads would be shown only on screens where its target audience was circulating; thus, it used locations in the neighborhoods of Belgrano, Caballito, Recoleta, Abasto, Saavedra, Palermo, Retiro, Balvanera, Villa Crespo and Almagro, impacting at the right time and optimizing spend and improving ROI.
- Day Parting: Taggify's platform made the schedule selection tool available to make the impacts more effective. The brand chose the range of days and hours during which the ads were displayed to better capture passersby's attention.
- Hyper-Localized ads: The campaign's strategic planning included selecting screens near stores where Sally Hansen products are sold, such as pharmacies and perfumeries, which drove purchase decisions.
This way, it reinforced the brand's presence as the first option for Argentines, demonstrating the power of programmatic outdoor advertising.
