Summer Fridays

Summer Fridays' Jet Lag Mask campaign, featuring impactful digital screens and airport security tray activations, won Silver at the 2024 OAAA Awards.

Summer Fridays activated large digital screens and airport security trays to engage with their dedicated customers.

Objective:

To leverage their strong social media following, beauty brand Summer Fridays focuses its OOH

campaigns with the intent of creating real-world moments that connect their dedicated

customers with the brand they love. For the launch of their jet lag mask product, the goal was to build general awareness and increase social media engagement, with a specific focus on driving product sales. Inspired by the rejuvenating feeling of travel, Jet Lag Mask offers instant refreshment for both skin and soul.

Activation:

During the spring of 2024, Summer Fridays strategically activated the OOH campaign with the launch of its second Jet Lag product, the Jet Lag Overnight Eye Serum, building on the success of its first and hero product, the Jet Lag Mask. Two (2) markets were selected, Los Angeles and New York, with out-of-home formats including airport security trays, airport digital spectaculars (large format billboards), and geo-fenced mobile re-targeting. Media selected taped into the themes of travel and escapism rooted in airport culture, with the mobile re-targeting ads providing another opportunity to reach people on their devices.

Results:

The OOH campaign for Summer Fridays resulted in impressive outcomes, fueling a 143% increase in sales.

Social media impressions soared to over $14.2 million, while mobile retargeting efforts achieved a 4.3% click-through rate (CTR).

Additionally, QR code engagements led to a significant boost in average order value (AOV), with an increase of 50% compared to standard interactions. These results underscore the campaign’s success in driving both immediate sales and long-term engagement with Summer Fridays' target audience.