Sol de Janeiro Wild Posting® Case Study
Sol de Janeiro
The Client
98,280,000
New York impressions
79,968,000
Los Angeles impressions
100%
SOVs in highly sought-after locations
About the Client
Sol de Janeiro is a popular beauty brand known for its body, hair and fragrance products. Founded in 2015, it quickly built a following among influencers and Gen Z for its high quality of perfume and unforgettable goods like Brazilian Bum Bum Body Cream. Devotees especially love the products’ amazing scents, meant to conjure up notions of Brazil in the summertime. The company has grown quickly, more than doubling its sales the past two years.
Promote the launch of a new body oil
Sol de Janeiro wanted to promote the launch of new body oil Bum Bum Body Firmeza Oil, hoping to create enough visibility and traction with the out of home campaign to drive sales of the oil at Sephora. That meant locating the advertisements near Sephora stores to spark foot traffic.
Finding enough inventory near Sephora stores
We knew Wild Posting® would be the ideal medium for the campaign, but we faced a problem — finding enough space for the posters in the right location. Wild Posting® areas are limited by both restrictions and available space in the places near Sephora stores in Los Angeles, where we targeted areas like West LA, WeHo and SoHo, and New York City, where we targeted areas like Bushwick, Bedford-Stuyvesant, Midtown and Soho.
Using our expertise and contacts to secure all available space
This is where the connections we’ve built over more than a decade of producing Wild Posting® campaigns came in handy. We basically bought up every location that could work, relying on existing relationships to alert us to spacing options in advance.
Rather than allocating its campaign budget to a single traditional billboard, the client got more impressions and more ad locations by using Wild Posting®, which creates reach and frequency. Since LA is generally a driving market, we suggested using the larger size poster (72 inches x 48 inches) to increase visibility.
Fun stories posted on Sol de Janeiro’s Instagram
The client brought its team to shoot the posters and create fun stories for Instagram that Sol de Janeiro’s engaged followers.
More than 140 Wild Posting® locations in LA and NYC
We provided 140+ Wild Posting® locations (300% location/impression performance) in LA and NYC to provide a blanketed approach and cover any media space available with the client’s ads to have 100% share of voice (SOV). The brand is very bright, playful and colorful, and the creative imagery reflected this. The posters created great brand recognition and awareness along with product promotion. We used a minimum of two posters per location.
The NYC campaign ran for eight weeks. A few of our 39 locations in NYC included:
- Jerome Ave. & 183rd St.
- Southern Blvd. & E 173rd St.
- Flushing Ave. & Wilson Ave.
- Flushing Ave. & Bushwick Ave.
- Varet St. between Bogart St. & White St.
- Montrose Ave. & Bushwick Pl.
- 3rd Ave. & E. 38th St.
- Empire Blvd. & Franklin Ave.
- Avenue A & 12th St.
- Metropolitan Ave. & Woodward Ave.
- 31st St. btw 6th Ave & 7th Ave.
- 3rd Ave. & 12th St.
- Union St. (Sackett St. and 3rd Ave.)
- Dobbin St. & Meserole Ave.
The Los Angeles campaign ran for four weeks. A few of our 102 locations in Los Angeles included:
- S. Western Ave. & W. 22nd St. B
- S. Santa Fe Ave. bt E. 4th Pl & Palmetto St.
- S. Mateo St. & E. 4th Pl.
- Beverly Blvd. & N. Laurel Ave.
- N. La Cienega Blvd. & Beverly Blvd.
- S. Fairfax Ave. & Lindenhurst Ave.
- N. La Cienega Blvd. & Beverly Blvd.
- N. Long Beach Blvd. & E Golden St.
- Compton Blvd. & N. Spring Ave.
- S. Hope S b/t W. 11th St. & W. 12th St.
- Santa Monica Blvd. & N. Madison Ave.
- Melrose Ave. & N. Heliotrope Dr.
- Melrose Ave. & N. Heliotrope Dr.
- Hollywood Blvd. & N. Normandie Ave.
More than 177 million impressions across the two cities
The Wild Posting® campaign generated more than 177 million total impressions, including 79,968,000 in Los Angeles and 98,280,000 in NYC.
New York impressions
Los Angeles impressions
SOVs in highly sought-after locations
Knowing the area offers our clients extra value
This campaign came together quickly because we knew the right things to do. We knew exactly the right places to look for inventory, which saves our client time and maximizes our value. We didn’t waste any time on locations for Wild Posting® that wouldn’t fit the client’s needs. Instead, we concentrated our efforts on the best locations near Sephora stores where Sol de Janeiro said it had young fans to target.
“Anytime you can get 100% share of voice in a location, it’s a win. We loved the results this generated for a fun and innovative client.”
Gino Sesto, Founder & CEO, DASH TWO
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