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TikTok has teamed up with out-of-home specialist, Displayce, to launch a new 'Out of Phone' campaign for skincare brand Aveeno which uses real-time weather data to provide tailored sun protection messaging
TikTok, in partnership with programmatic digital out-of-home (DOOH) platform Displayce, has activated a new media campaign for the Aveeno skincare brand, making it the first skincare and beauty brand in the UK to utilise TikTok's 'Out of Phone' format.
The campaign is designed to bring Aveeno's social-first content beyond the smartphone screen and into high-impact real-world environments.
At the heart of the campaign is skincare creator Gemma Adby, whose content has been adapted from TikTok and showcased across a range of DOOH placements. Designed to raise awareness of Aveeno Face Moisturiser SPF 50 and the importance of daily sun protection whatever the weather, the campaign used real-time weather conditions to tailor its message throughout the day.
In sunny weather, the campaign reminds consumers to protect their skin from direct sun exposure. On cloudy or overcast days, it highlights the importance of wearing SPF even when UV rays are less visible. This allows Aveeno to deliver timely messages through the campaign, while extending its creator-led content into everyday public environments.
Activated programmatically through Displayce across premium screens from JCDecaux UK, Outernet, Bauer Media Outdoor, and Global in London, Manchester, and Bristol, the campaign reached consumers in shopping areas, transport hubs, and along commuter routes. It also marks the first TikTok Out of Phone activation to incorporate real-time weather triggers globally.
Dan Page, global head of media and licensing partnerships at TikTok, says: “Out of Phone brings trusted creator-led content off platform and into the real world. Beauty and skincare have always been synonymous with TikTok, so it’s exciting to see our first UK Out of Phone campaign from the category, and even more exciting to see a global first with weather-triggered creative in Out of Phone.”
The new campaign follows the recent partnership announced by TikTok and Displayce to expand TikTok’s Out of Phone offering across Europe.
The Aveeno campaign reportedly generated over 4 million impressions, with a brand lift study from Happydemics conducted among 500 respondents recording a very strong brand attribution score that was four percentage points above benchmark, as well as a 24-point uplift in brand image.
Emily Barman, marketing manager for Aveeno UK, says: “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.
“Wearing SPF every day is vital to protect your skin, so it’s great that this campaign also helps to remind people ‘out and about’ to apply their Aveeno Face Moisturiser SPF 50.”
Pablo Fugazza, tech partnerships director at Displayce, adds: “This campaign demonstrates how creator-led content can move beyond the smartphone and into premium DOOH environments while retaining its authenticity. By adapting the message to real-time weather conditions, Aveeno was able to make daily sun protection more relevant to consumers throughout their everyday journeys.”
