ABOUT

CONCEPT
Sol de Janeiro was launching Bum Bum Body Firmeza Oil and needed the product visible to a young beauty audience in its two biggest retail markets. The obvious play was a traditional billboard. We proposed the opposite: rather than putting the whole budget into a single high-cost placement, we used Wild Posting® to buy reach and frequency across dozens of sites, concentrated around Sephora locations where the product was actually on shelf.

EXECUTION
We secured 140+ Wild Posting® locations across Los Angeles and New York, delivering 300% of contracted location and impression performance. Because LA is a driving market, we specified the larger 72" x 48" format for visibility at speed. Site availability was the hard part — we relied on relationships built over a decade of producing Wild Posting® campaigns to get advance notice on spacing and effectively bought up every viable location, achieving 100% share of voice. Sol de Janeiro sent its own team to shoot the installed posters for Instagram Stories.

RESULTS
175 million impressions across Los Angeles and New York. Full share of voice in the target areas, triple the contracted location performance, and a second life for the campaign as owned social content shot on the street.