During last month’s Advertising Week, TikTok launched its latest offering, Out of Phone: Retail, in partnership with Dive Billboards, allowing brands to bring its content (from quizzes to creator videos) to brick and mortar stores.
The new retail media opportunity turns in-store screens into interactive shopping experiences so that brands can connect with younger shoppers who look to social media for shopping inspiration. Dive Billboards is the curator and moderator of the content that is pushed through to retail screens. The tech, according to TikTok, enables retailers to capture shoppers’ attention and measure campaign effectiveness in real-time.
“Today’s consumers expect more than just transactions when they enter a store; they want an experience,” says Deborah Hall, CEO and co-founder of Dive. “With Out of Phone: Retail, we’re giving brands the ability to merge the best of both worlds: digital and physical retail. This partnership with TikTok allows us to create highly engaging, measurable experiences for shoppers that feel as dynamic and personalized as the TikTok content they love. It’s not just about advertising; it’s about turning moments of discovery into sales and building deeper connections between brands and their communities.”
Sephora Canada was the first retailer to use the Out of Phone: Retail offering. The beauty retailer was looking to drive discovery and conversions of its Clean at Sephora product through in-app advertising and pop-up activations in its store locations across Canada.
The campaign ran through the entire month of May via giant interactive screens that were installed in eight of Sephora’s top Canadian locations. Sephora partnered with English and French Canadian creators on custom content that showcased makeup tutorials, tips, and reviews. According to the retailer, the campaign resulted in 60 million on-platform video views across the activation and 3,000 incremental in-store visits.
TikTok has been in the news lately, as last week the federal government ordered the social giant to wind up business activities in Canada for security reasons. TikTok has stated that it will be fighting the order in court.
