In celebration of National Lash Day (February 19 in the U.S), DIVE Billboards partnered with TikTok and Lancôme to bring luxurious lash moments to the retail space. The creative project utilized DIVE and TikTok’s Out of Phone product, displaying video content from TikTok creators on digital screens inside Toronto’s Eaton Centre and Yorkdale Shopping Centre. The creative also featured an embedded QR code inviting shoppers to celebrate the beauty of lashes with an exclusive discount on Lancôme mascara. 

Meeting shoppers in their natural habitat, the campaign built on the ongoing convergence of consumer shopping trends and TikTok culture. With interactive eye-catching billboards strategically placed in high impact retail locations, the Out of Phone activation amplified the reach of Lancôme’s message and products to a uniquely receptive and active audience. 

Team DIVE was thrilled to be a part of this fantastic lash-full moment that celebrated beauty on digital screens and IRL!