Bringing digital trends beyond the smartphone has become a real priority for brands. Aveeno’s recent programmatic DOOH campaign in the UK is a strong example of this, and a double milestone for the category.
A world-first: creator content meets real-time weather triggers
Activated via Displayce, the campaign made Aveeno® the first skincare and beauty brand in the UK to launch TikTok’s Out of Phone format and, going further, the first Out of Phone activation globally to incorporate real-time weather triggers. It follows the recent partnership announced by TikTok and Displayce to expand the Out of Phone offering across Europe.
To support awareness for its Aveeno® Face Moisturiser SPF 50, the brand translated skincare creator Gemma Adby‘s authentic, engaging TikTok content into a large-scale Digital Out-of-Home activation across London, Manchester and Bristol.
The strategy: creator-led content, activated by the weather
The campaign relied on a dynamic setup that automatically adapted messaging in real time based on weather conditions, while preserving the authenticity of Gemma Adby’s original content.
In sunny weather, the creative acted as an immediate reminder to protect skin from sun exposure. On cloudy or overcast days, the campaign shifted to a more educational message, highlighting invisible UV rays and reminding consumers that SPF is a daily essential, even when the sun is not visible.
Running across transport environments (bus, rail and subway) as well as shopping malls and urban panels, the campaign delivered a message that was useful, contextual and relevant, turning advertising into a daily skincare reminder while people were‘out and about’, and demonstrating how social-first, creator-led content can move off-platform without losing its authenticity..
Precise targeting across key touchpoints
To reach the right audience at the right moment, the campaign was deployed within targeted perimeters around the main city centres of London, Manchester and Bristol, across hundreds of locations and digital screens:
- Malls and retail areas: activated via JCDecaux UK, Outernet and Bauer Media UK to reach shoppers close to key retail destinations.
- Transport hubs: delivered via JCDecaux UK around major train stations to reach people during daily travel routines.
- Subway network: launched on Global’s network near London Underground stations to target dense commuter flows.
This multi-network approach allowed the campaign to accompany audiences throughout the day, with messaging automatically adjusted to local weather conditions in each area.
Strong results in impact and memorability
Measured by Happydemics among 500 respondents, the campaign achieved strong performance across every key indicator:
Aveeno®: A new example of the power of “Out of Phone”
By aligning the creative message with local weather conditions, the campaign felt naturally connected to people’s real-world experience, proving that content designed for social platforms, and led by a trusted creator, can be deployed effectively at scale across DOOH screens. The results confirm that pairing familiar content formats with smart, real-time timing strengthens attention, memorability and impact, and point to what’s next for TikTok’s Out of Phone ecosystem across Europe.
