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WESC
The Client
New York City impressions
Los Angeles impressions
Total impressions
WESC, or WeAreTheSuperlativeConspiracy, is a Swedish lifestyle brand known for its skate and streetwear. Founded in 2000, the company sells clothing, accessories and footwear, often characterized by bold graphics and a laid-back aesthetic. WESC has roots in skateboarding culture and frequently collaborates with artists and designers, appealing to a youthful, fashion-forward audience. The brand often draws inspiration from music and urban culture.
WESC wanted to bring some featured pieces from its spring 2022 collection to the streets through the use of a great guerilla marketing format — Wild Posting®. It marked the company’s first spring drop, and WESC was eager to increase brand awareness with a high reach and frequency.
Initially, the client wanted to be in New York City, Los Angeles, Miami, Dallas and Chicago — but the budget was just $20,000. While it would have been possible to get a basic campaign running in every market and stay within budget, it would have also limited the total number of locations, posters per location, and number of creatives, which also would have decreased visibility by spreading the campaign too thin.
WESC wanted multiple creatives, and it wanted to feature all of four of them at every location, so in the end, we decided to focus only on LA and NYC, which were the brand’s top priorities.
Once the client saw how much more impactful narrowing down to two markets would be, it was much simpler to decide where the ad dollars should go. We usually recommend sticking to key markets, especially when the budget has a limit. Spreading your campaign too thin is unwise, as you lose valuable eyeballs where the main objective is to gain awareness.
We made sure the campaign plan allowed for all creatives from the spring drop to be featured at every location, rather than only one or two. It also made for a more dynamic creative. The main objective was to promote their first spring drop, so it was important to us and the client that all of them were featured while also being eye-catching in the “wild.”
We posted the campaign on Instagram, where WESC has 228,000 followers, and Pinterest.
Wild Posting® is a general targeting format, so these campaigns are a bit unpredictable. We can’t cherry-pick locations prior to installation. We let all of our clients know this and ask them to provide a list of neighborhoods they want to be present in. Our installers then go out to the streets, typically on a weekend, and post as much as space allows within the target areas. We find out exactly where they ended up after the campaign has fully launched and receive photos.
The campaign started March 21, 2022, and lasted for a standard two-week duration. Some of the 28 LA locations included:
477 Compton Blvd. and N Spring Ave.
850 N. Vermont and Normal Ave.
850 N. Vermont and Normal Ave. C
1246 Sunset Blvd. and Marion Ave. B
1246 Sunset Blvd. and Marion Ave.
6436 Hollywood Blvd. and Wilcox Ave. A
1900 N Highland Ave. and Franklin Ave.
Some of the 49 NYC locations included:
Broadway and Prince St.
Prince St. and Broadway
Varick St. between Canal and Grand Streets
Spring St. and Thompson St.
Hudson St and Spring St.
Wooster St. and Grand St.
Grand St. and Wooster St.
West St. and Clarkson St.
Loisaida Ave. (Ave. C) and E 2nd St.
Loisaida Ave. (Ave. C) and E 3rd St.
E 3rd St. and Loisaida Ave (Ave. C)
The goal was awareness, and based on the estimated impressions, we achieved that goal for just $19,000. In just two weeks, we generated:
NYC: 30,870,000 impressions
LA: 10,976,000 impressions
Total: 41,846,000 impressions
Gino Sesto, Founder & CEO, DASH TWO
We give recommendations and try to skew clients toward best practices for every format, but especially for Wild Posting®. It’s easy to see a plan at face value and think it’s a great idea if you’re not familiar with the format, but if necessary, we’ll be straight and politely say it’s not going to work, recommending a better idea. If they decline, that’s fine — we just want to make sure we present them with all of the information so they can be properly informed.
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