Blackmagic Design Wild Posting® Case Study
Blackmagic Design
The Client
28 days
Length of campaign
11,300
Estimated daily impressions
More than 21,000
Instagram likes
About the Client
Blackmagic Design (BMD) creates the world’s most advanced video editing products, video converters, routers, color correctors, film restoration software and waveform monitors for the feature film, post-production and broadcast industries. It’s known for innovation and precision. BMD products make advanced post-production tools affordable to thousands of creative professionals.
Promote new product launches while raising brand awareness
If you work with photos or videos, you know about BMD. It’s a cream-of-the-crop company, a staple in the feature film, post production and broadcast industries. Among more casual picture- and video-takers, however, the name is less known. We viewed this as a missed opportunity since BMD’s software and camera would benefit rising filmmakers and influencers chasing a more polished look. The client agreed and wanted to promote new video-editing software and high-quality camera products while also raising awareness of the brand among a wider audience beyond its small but devoted niche.
Combatting COVID-era restrictions to connect with young people
To meet BMD’s stated goal of connecting with younger audiences in Los Angeles and New York City, we decided to use Wild Posting®, papering selected areas with ads for the client’s software and camera.
We knew Wild Posting® would accomplish this since it is a highly visible OOH format that targets busy urban areas where large numbers of people pass daily, either in their cars, walking their dogs, or taking a stroll around their neighborhood after tiring of staying indoors all day – a particular attraction during COVID, when everyone was going stir crazy.
Wild Posting® also blends well with the urban environment and can create a sense of authenticity with grassroots appeal, especially among younger audiences who appreciate edgy and unconventional marketing tactics.
Employ Wild Posting® to target busy urban areas
To meet BMD’s stated goal of connecting with younger audiences in Los Angeles and New York City, we decided to use Wild Posting®, papering selected areas with ads for the client’s software and camera.
We knew Wild Posting® would accomplish this since it is a highly visible OOH format that targets busy urban areas where large numbers of people pass daily, either in their cars, walking their dogs, or taking a stroll around their neighborhood after tiring of staying indoors all day – a particular attraction during COVID, when everyone was going stir crazy.
Wild Posting® also blends well with the urban environment and can create a sense of authenticity with grassroots appeal, especially among younger audiences who appreciate edgy and unconventional marketing tactics.
Announcing product launches on Instagram
We leaned into the creative freedom Wild Posting® provides to show off BMD’s creative and eye-catching designs, standing out among all the noise in the urban landscape.
The project began with the initial client email laying out their objectives. We devised a plan to accomplish their goals and walked them through different out of home media formats, such as billboards, to discuss the strengths and weaknesses of each.
The client picked Wild Posting®, and we worked with installers to check on location feasibility and timing. We gave the client a general idea of possible posting locations, received the client artwork, went into print production, and did the installation.
The campaign ran 28 days, including 14 for the DaVinci Resolve 17 and 14 for the Black Magic Pocket Cinema Camera 6k Pro. It took place from April to June 2021. We placed multiple posters around different parts of Los Angeles and New York City that attracted members of the target demographic, such as Venice (younger demo hangout spot), Culver City (filled with studios and popular hangout spots), The Grove (younger demo hangout spot), West Hollywood (younger demo hangout spot) and Hollywood (the crown jewel of film entertainment).
Finally, we sent the client the photos of the post-install locations and a list of locations where we carried out the campaign.
Zeroing in on places where young people hang out
We leaned into the creative freedom Wild Posting® provides to show off BMD’s creative and eye-catching designs, standing out among all the noise in the urban landscape.
The project began with the initial client email laying out their objectives. We devised a plan to accomplish their goals and walked them through different out of home media formats, such as billboards, to discuss the strengths and weaknesses of each.
The client picked Wild Posting®, and we worked with installers to check on location feasibility and timing. We gave the client a general idea of possible posting locations, received the client artwork, went into print production, and did the installation.
The campaign ran 28 days, including 14 for the DaVinci Resolve 17 and 14 for the Black Magic Pocket Cinema Camera 6k Pro. It took place from April to June 2021. We placed multiple posters around different parts of Los Angeles and New York City that attracted members of the target demographic, such as Venice (younger demo hangout spot), Culver City (filled with studios and popular hangout spots), The Grove (younger demo hangout spot), West Hollywood (younger demo hangout spot) and Hollywood (the crown jewel of film entertainment).
Finally, we sent the client the photos of the post-install locations and a list of locations where we carried out the campaign.
More than 11,000 impressions per day
The Wild Posting® campaign generated an average of 11,300 impressions per day.
Length of campaign
Estimated daily impressions
Instagram likes
Helping clients understand a new media format is worth the time and effort
Using a format other than Wild Posting® for this campaign would not have returned the same impressive results. Wild Posting® can be a daunting media format to work with, as it is more guerrilla in nature compared to traditional OOH media formats, such as billboards, that are more familiar to most people. It’s important to work with a trusted and experienced partner like DASH TWO who can guide you through this unconventional advertising style so that it feels like a simple and fun process.
“When you work with a photo and video brand, you need outstanding creative that speaks to the type of high-quality work people will produce when they use these products. Our team really delivered on that aspect, with eye-catching, beautifully illustrated ads that drew the target audience’s admiration and their attention.
Gino Sesto, Founder & CEO, DASH TWO
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