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Background & Objectives
Making daily SPF relevant in every forecast
Aveeno launched a UK-first skincare TikTok Out of Phone activation and the first globally to use real-time weather triggers. The campaign promoted Aveeno Face Moisturiser SPF 50 and reinforced the importance of sun protection whatever the weather.
Make daily SPF relevant
Raise awareness of Aveeno Face Moisturiser SPF 50 and show why daily sun protection matters in sunny, cloudy and overcast conditions.
Take TikTok out of phone
Extend creator-led TikTok content into high-impact public environments while retaining its authentic social-first feel.
Use context to increase relevance
Adapt the message to live weather conditions and reach audiences across shopping, transport and commuter environments in London, Manchester and Bristol.
The Solution
Creator-led content adapted to the weather
Skincare creator Gemma Adby’s TikTok content became the campaign creative. Displayce used real-time weather data to switch messaging between sunny and cloudy or overcast conditions across premium digital OOH screens in London, Manchester and Bristol.
TikTok creator content moved into a high-impact Out of Phone environment while retaining its social-first look and feel.
Weather-triggered messaging changed in real time to keep the SPF message relevant to current conditions.
Results
Contextual creative strengthened brand impact
The activation delivered more than 4 million impressions. Brand attribution finished 4 points above benchmark, while brand image rose 24 points and consideration rose 26 points versus the control group.
Data source: SignLink.co.uk
4 million impressions+
The programmatic digital OOH campaign reached audiences across London, Manchester and Bristol in shopping, transport and commuter environments.
Brand attribution beat benchmark
Brand attribution finished 4 points above the campaign benchmark.
Brand image & consideration increased
Brand image rose 24 points and consideration rose 26 points versus the control group.
“We’re proud to be the first skincare and beauty brand in the UK pioneering this innovative way to bring some of the fantastic TikTok creator content to dynamic out-of-home screens, reaching even more people.”
Emily Barman, Marketing Manager for Aveeno UK
