Sol de Janeiro, part of the L’OCCITANE Group, has partnered with digital marketing specialist WITH SHIFT to drive awareness for its Unleash Your Summer Self campaign.
The partnership combined advanced data-driven insights and hyper-local social media strategies, generating 38 million impressions and engaging with 6.5 million travellers across nine key European airports. The focal point of the campaign was the Sol de Janeiro Sol-cial animation in Heathrow Terminal 2.
Notably, retail analytics combined with location-specific social media activities to maximise customer engagement. A core component was the use of tailored analytics tools provided by WITH SHIFT and featuring a dashboard of over 70 performance indicators.
This allowed Sol de Janeiro to monitor the activations’ impacts across the entire travel journey, tracking metrics such as in-store traffic, podium engagement and broader business results.
Watch the YouTube video above to see highlights from the Sol de Janeiro Sol-cial pop-up at Heathrow Airport
WITH SHIFT introduced three Key Performance Indicators (KPIs) in the dashboard to bridge the gap between passenger numbers and sell-out. These included Attraction Rate, which measured the proportion of passers-by relative to total traveller flow; Capture Rate, the percentage of passers-by who engaged with the podium; and Conversion Rate, the ratio of visitors who made purchases compared to total visitors.
Among the key insights was 58% of terminal travellers were drawn to the podium, with an average dwell time of more than ten minutes.
In addition, the partners extended the campaign’s reach online by leveraging hyper-local social media advertising to engage travellers as they passed through the airport.
Sol de Janeiro and WITH SHIFT used multilingual geo-targeted ads and location-based paid social media to reach diverse audiences in their native languages. This approach generated CPMs (Cost Per Mille) up to four times lower than national campaigns.
L’OCCITANE Group Director of Marketing Global Travel Retail Mona L’Hostis commented: “The collaboration with WITH-SHIFT highlights how digital innovation and hyper-local targeting can create meaningful connections, enhance customer engagement and drive measurable outcomes for brands.”
WITH SHIFT Managing Director Vadim Wichmann added: “Supporting Sol de Janeiro in their Heathrow activation reflects the impact of data-driven strategies and tailored digital solutions in travel retail.” ✈
