Kylie Skin used Adomni to launch the largest billboard campaign ever

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Kylie Skin used Adomni to launch the largest billboard campaign ever

Kylie Jenner utilized real world screens to reach her audience to promote the launch of Kylie Skin, complementing her online and social communications.

BACKGROUND

Kylie Jenner is one of the world’s most-followed people on social media with a combined following of over 220 million users and counting. In May 2019, she launched her skincare line, Kylie Cosmetics, on kylieskin.com. When she discovered programmatic out of home, the scale of purchasable inventory and ease-of-use of the Adomni buying platform, she seized an opportunity to do something that has never been done before. Utilize real world screens to reach her audience as a complement to her online and social communications. Amplifying her message in a digital out of home campaign.

"It’s always exciting to find new ways to connect with people and I loved the idea of being able to have my Kylie Skin campaign show up on billboards simultaneously across the whole country, to tie in with everything I was doing on social media to promote"
- Kylie Jenner, CEO of Kylie Skin

STRATEGY

On Wednesday, May 19, 2019 at 9 a.m. Kylie Skin blanketed the country in what is believed to be the largest programmatic billboard campaign in history. Targeting over 4,300 large format roadside digital billboards, Times Square Spectaculars and over 1,500 video screens in over 300 shopping malls across over 1,000 U.S. cities. Utilizing the Adomni buying platform, the Kylie Skin team was able to build their digital out of home ad campaign, upload creative and watch proof of play analytics climb in real-time.

The Goals

  • Reach mass audiences promoting the launch of Kylie Skin
  • Target digital billboards and shopping mall screens nationwide
  • Direct audiences to visit the Kylie Skin website to purchase products
  • Sell out of the products as quickly as possible

Our Approach

  • Targeted over 4,300 large format roadside digital billboards including Times Square Spectaculars and Las Vegas Strip
  • Targeted over 300 shopping malls across over 1,000 U.S. cities
  • Changed creative artwork instantly to display messaging including “coming soon” “now available” and “sold out”

The Results

  • The product was sold out within hours
  • The out of home campaign generated major buzz on Facebook and Instagram, with millions of likes and thousands of comments

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