ABOUT

CONCEPT
Duolingo wanted one to three dedicated locations in New York for a two-week run, on a limited budget. We proposed the dedicated sites they asked for but included complementary permitted Wild Posting® in the plan as well — even knowing the budget was tight — because it adds reach and frequency that dedicated placements alone can't reach.

EXECUTION
The client came back having picked several dedicated locations, but a few were already secured by another advertiser. Rather than settle for weaker sites, we condensed to a single strong dedicated location on 35th Street between 5th and 6th, then reallocated the difference into permitted Wild Posting® designed to echo the dedicated creative. Consolidating the spend meant we could extend the flight from two weeks to four. We added three bonus Wild Posting® locations at no charge, bringing the total to 23 sites across NYC including placements in the Bronx, Bushwick and Queens.

RESULTS
Double the original campaign duration, 23 locations instead of three, and a unified street presence where the dedicated placement and the surrounding Wild Posting® reinforced each other. The creative was strong enough that we featured the campaign on our own Instagram.