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