Observed Signal · Sep 7, 2026 · Product Launch · Source: Displayce · Impact: 3/5
From TikTok feeds to city billboards: how Aveeno® became the first skincare & beauty brand in the UK to launch TikTok's 'Out of Phone' format
Displayce announced that Aveeno became the first skincare and beauty brand in the UK to launch TikTok's 'Out of Phone' format and the first globally to combine it with real-time weather-triggered creative. The campaign, promoting Aveeno Face Moisturiser SPF 50, ran across DOOH screens in London, Manchester and Bristol, using creator Gemma Adby's TikTok content adapted to live weather conditions. Measured by Happydemics among 500 respondents, it delivered +4 million impressions, +26 points consideration and +24 points brand image.
This marks a world-first integration of real-time weather triggers into TikTok's Out of Phone format, extending creator-led social content into premium DOOH environments. It signals a scalable new channel for brands and strengthens the commercial partnership between TikTok and Displayce across Europe.
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Key Takeaways & Evidence Grounding
- Displayce published the case study on 7 September 2026.
- Aveeno became the first skincare and beauty brand in the UK to launch TikTok's 'Out of Phone' format and the first globally to use real-time weather triggers in such an activation.
- The campaign promoted Aveeno Face Moisturiser SPF 50 across London, Manchester and Bristol, using creator Gemma Adby's TikTok content.
- Media owners included JCDecaux, Outernet, Bauer Media Outdoor and Global; TikTok served as creative agency.
- Happydemics measured the campaign among 500 respondents: +4 million impressions, +26 points consideration and +24 points brand image.
Connected Companies & Entities
“TikTok provided the Out of Phone format and served as creative agency, with Dan Page commenting on the partnership.”
“Displayce activated the Aveeno campaign via its programmatic DOOH platform and published the case study.”
“Global's network was used to run ads near London Underground stations targeting dense commuter flows.”
“JCDecaux UK delivered the campaign across malls, retail areas and transport hubs in the targeted city centres.”
“Happydemics measured the campaign's impact among 500 respondents, reporting the impression and brand lift results.”
Related Market Signals & Shifts
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