RETAIL & SERVICES
Client
Leroy Merlin
Service
Media Consulting
Date
July 2026
Results
1.7x
Superior RoAS uncovered for OoH Marketing by the DTM
3
Years of historical data compiled for post-campaign projection comparisons
4
Distinct OoH campaigns used to test its integration in the DTM
CHALLENGE
With 144 stores across France, Leroy Merlin is the French leader and a major player in Europe in the DIY superstore and home improvement sector, characterized by an omnichannel model integrating physical stores and an e-commerce site.
Facing intense competition, especially for Top of Mind (TOM) positioning, Leroy Merlin needed a dynamic, internalized Marketing Mix Model (MMM) solution to optimize its media mix and maximize revenue. The project had to measure media impact on business and key brand indicators, and needed a method to safely integrate and measure complex levers like Out-of-Home (OoH). OoH marketing refers to visual advertising found outside one's home, such as on billboards or bus shelters.
Solution
For Leroy Merlin, fifty-five implemented our Digital Twin Model (DTM) approach for a unified optimization interface.
The DTM is an innovative MMM solution that recreates a client’s target market by building a virtual population of thousands of digital twins representing real consumers. By simulating how these virtual individuals react to external stimuli, including marketing campaigns, life events, brand perception, weather and more, the model allows brands to predict and optimize the impact of their marketing budget before it is even spent
Leroy Merlin’s DTM established precise monthly tracking of media investment and channel revaluation, focusing on four core brand KPIs: TOM, Client Consideration, Non-Client Consideration, and Purchase Preference.
Data collection, processing, and modeling were centralized and automated in a single platform, and fifty-five used causal analysis to measure the incremental performance of additional media levers, including Out-of-Home (OoH) media.
OoH was strategically introduced to leverage a less cluttered environment, as consumers are not quite as bombarded with digital ads when they are out in public spaces compared with at home, as well as the power of repetition to keep Leroy Merlin top-of-mind for consumers. Its integration into the DTM was achieved by:
Testing across 4 campaign waves (April, May, July, and October), alternating between Performance and Branding objectives;
Isolating the OoH effect using a Causal Impact Model, comparing 3 years of historical data against post-campaign projections;
Applying Double Causal Analysis to validate the true incremental impact on both store traffic and revenue.
Results
Leroy Merlin was empowered to maximize sales with quick access to all online and offline media impact on brand perception indicators in their DTM platform. Crucially, the 2024 data revealed that media investments played a larger role in the short-term maintenance of TOM, Consideration, and Purchase Intent than they did directly on revenue. A Cost Per Incremental KPI (CPIK) analysis also proved that driving client consideration and purchase intent is highly cost-efficient, whereas upper-funnel social campaigns were far less effective.
Measuring both revenue and store traffic, the DTM confirmed a positive impact for OoH, calculating a RoAS 1.7 times higher than the average for the lever.
Simulations for the following year uncovered which channels should see their budgets reduced or increased, enabling Leroy Merlin to reallocate budgets for an optimized media mix and maximized ROI. Next, fifty-five will further fine-tune Leroy Merlin’s DTM to distinct performance per platform and integrate influence ROI.
1.7x Superior RoAS uncovered for OoH Marketing by the DTM
3 Years of historical data compiled for post-campaign projection comparisons
4 Distinct OoH campaigns used to test its integration in the DTM
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