Sol de Janeiro and WITH-SHIFT partner to amplify Summer Campaign in key European airports
Sol de Janeiro invites customers to join the Sol-Cial Club at London Heathrow Airport
Sol de Janeiro, part of L’OCCITANE Group, and digital transformation travel retail partner WITH-SHIFT are hailing the success of their collaboration during the brand’s Summer Campaign across nine key European airports and including an immersive brand activation at London Heathrow.
According to WITH-SHIFT, Sol de Janeiro achieved groundbreaking digital tech amplifications with key results including 38 million impressions delivered, 6.5 million travelers reached, 58% of terminal PAX attracted by the podium and ten minutes time spent within the podium by travelers.
At the heart of the collaboration are two pioneering digital solutions: advanced retail analytics and hyper-local social media campaigns tailored to maximize customer engagement and deliver tangible results. These innovations reflect Sol de Janeiro's commitment to creating memorable brand experiences while driving measurable business impact in the dynamic Travel Retail environment.
WITH-SHIFT noted how the tailored analytics solution offered a set of more than 70 new indicators within a customized dashboard, enabling Sol de Janeiro to track key performance metrics and gain a deeper understanding of in-store traffic. “This data-driven approach gave Sol de Janeiro a comprehensive view of their activation's performance by measuring the entire travel journey, analyzing podium traffic, and monitoring overall business impact,” WITH SHIFT added.
Out of these 70 indicators, WITH-SHIFT created three innovative KPIs to bridge the gap between PAX and Sell-Out and provide a better understanding of the complete traveler's journey:
- Attraction Rate (PAX): The number of passers-by compared to the total flow of travelers
- Capture Rate: The number of passers-by engaged with the podium versus total visitors
- Conversion Rate: The percentage of visitors who purchased the podium versus total visitors.
Thanks to the data solution, WITH-SHIFT identified that the store podium attracted 58% of the terminal travelers, and visitors spent more than ten minutes on it on average.
Social media played a key role in the Sol de Janeiro/WITH-SHIFT collaboration
WITH-SHIFT further amplified the campaign’s reach by running hyper-local targeting social media campaigns, engaging travelers in-trip as they passed through key airports with precise, location-based paid social media advertising. This approach allowed effective multi-lingual campaigns tailored to specific locations, ensuring Sol de Janeiro’s messaging resonated with diverse audiences.
The campaign delivered 38 million impressions across nine European airports, with 6.5 million individuals engaged through Facebook and Instagram ads that were geotargeted specifically to travelers within the airports. This hyper-local strategy proved highly cost-effective, delivering CPMs up to four times lower than national campaigns and maximizing the brand’s reach among travelers.
Mona L’Hostis, Director of Marketing Global Travel Retail, L’OCCITANE Group, said, "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.”
“Supporting Sol de Janeiro in their Heathrow activation reflects the impact of data-driven strategies and tailored digital solutions in travel retail,” added Vadi m Wichmann, Managing Director of WITH-SHIFT.
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