How Haus Helped Jameson Measure One of the Largest OOH Activations in Brand History: The Sphere in Las Vegas

Every year, Pernod Ricard, the French drinks conglomerate and owner of Jameson Irish whiskey, carries out a large Saint Patrick’s Day activation. In 2024, the Pernod Ricard team decided to test a large out-of-home (OOH) campaign — they launched a takeover promoting Jameson whiskey in three of the largest and most expensive OOH spots in America: The Las Vegas Sphere, New York’s Times Square, and the Chicago Riverwalk with the intention to bolster Jameson sales.

Before working with Haus, Pernod Ricard measured campaigns using metrics like reach, impressions, and brand lift to measure marketing success. However, they wanted to truly understand how this OOH campaign impacted Jameson sales. The Pernod Ricard team turned to Haus for help measuring the success of this initiative.

The Haus and Pernod Ricard teams worked hand-in-hand to design the most effective experiment for measuring sales impact. Jameson whiskey is sold in liquor stores, grocery stores, and many restaurants and bars across America. Since getting accurate sales numbers from every distributor warehouse and retailer across America is near impossible, the team leveraged internal depletion data to measure an increase in Jameson sales. In other words, if Jameson units were moving, it would signal that more Jameson was being sold across the country.

Instead of using matched markets, which are not precise test and control comparisons, Haus built a synthetic control group of regions that mimicked the behavior of the treated regions  (NY, IL, NV) and measured the divergence of the groups during the campaign flight, observing noticeable lift in the treated regions.

The OOH campaign drove a 4.71% increase in Jameson depletions proving the activation to be successful. This type of measurement is revolutionary for Pernod Ricard, allowing them to finally connect marketing activations to actual sales, rather than just impressions. Tests like these fundamentally change how Pernod Ricard will measure the success of OOH tactics moving forward.