Spell Pop Up Store Venice Beach

Spell Fashion

The Client

27,210,580

Total impressions

38/18

Locations/bonusing locations

1

National media stories

Spell Fashion Background

Spell is an Australian fashion brand with an increasing global presence, including a devoted audience in the United States. It targets women who love rock ‘n roll, romanticism and escapism, as well as those who care about the environment, focusing on ethical and conscious fashion production.

CAMPAIGN GOAL

Promote a pop-up in Venice, California

Spell held a popular pop-up event in Venice in 2019, and the brand scheduled another for May 4-July 23, 2023. The goal of the campaign was to raise awareness of the pop-up and increase brand awareness as well.

CHALLENGES

Reaching as many people as possible

The client stated a goal of reaching as many people as possible. Spell also wanted a campaign presence in Los Angeles’ trendiest neighborhoods.

CAMPAIGN SOLUTION

Using Wild Posting® for the campaign

While a billboard could have checked off several of Spell’s goals, we recommended Wild Posting® as the perfect outlet for this campaign. It delivered everything the client wanted, and it achieved a higher return on investment (ROI) than a traditional billboard would have.

MEDIA ELEMENT

Relying on organic social reach

Spell chose not to share the campaign on its own social sites, instead relying on organic word-of-mouth to spread the word. Influencers and designer-focused accounts such as Amelia Edmondson and Le Pop-Up highlighted the pop-up on Instagram.

IMPLEMENTATION

A targeted campaign with lots of bonusing locations

The two-week campaign kicked off on May 1, 2023. We blanked West LA with a minimum of four 36- x 24-inch posters per location. Each poster included a QR code, Spell’s website and pop-up details on the creative to boost pop-up and website traffic.

Though the initial goal was 20 locations, we provided them with 38 locations for the same price, bonusing 18 locations during the two-week flight. They included:

5200 Jefferson between S. Redondo Blvd. and Alsace Ave.
5200 Jefferson between S. Redondo Blvd. and Alsace Ave.
555 S Fairfax Ave. and Lindenhurst Ave.
7901 Beverly Blvd. and N. Fairfax Ave.
10740 Santa Monica Blvd. and Overland Ave.
3336 S. Robertson Blvd. and Ellis Ave.
327 S. Broadway and W. 3rd St.
1130 S. Hope S. between W. 11th St. and W. 12th St.
1600 S. Figueroa St. and Venice Blvd.
1600 S. Figueroa St. and Venice Blvd.
4350 Melrose Ave. and N. Heliotrope Dr.
801 N. Alvarado St. and Kent St.
6205 Willoughby Ave. and Cole Ave.
6436 Hollywood Blvd. and Wilcox Ave.
901 N Gower St. and Willoughby Ave.

RESULTS & ENGAGEMENT

More than 27 million impressions generated

During the two-week campaign, the Wild Posting® locations generated an incredible 27,210,580 impressions.

“Our team knows how to respond to a client’s needs. Spell achieved higher impressions with multiple locations for the campaign and received a higher ROI than a traditional billboard. We love seeing a strategy pull together like that.” Gino Sesto, founder & CEO, DASH TWO

Gino Sesto, Founder & CEO, DASH TWO

TAKEAWAYS

Wild Posting® can satisfy reach and budget goals

Because of our 10-plus years of experience with Wild Posting®, we carefully sought out locations that would best suit the client’s demographics using permitted sites, giving Spell a great ROI with bonus locations.