Creating a Virtuous Circle in OOH

A couple of years ago a new startup MakeSpace disrupted a category with a smart seamless digital approach to storage amp160In the process they created a new sector of ondemand storage that promised to simplify the category amp160Central to their launch strategy was OutofHome OOH advertising the campaign created one of best examples of a quotvirtuous circlequot amp160OOH provided brand awareness and drove traffic to the MakeSpace website while OOH displays were also used across their social channels like content which increased audience engagement and led to an increase in responses and shares amp160This virtuous circle drove favorable resultsMakeSpace is an early example of what has emerged as a trend for many D2C D2B and wellestablished brands across all verticals that use OOH to drive consumers to online digital sites amp160These companies don39t simply use OOH to create brand awareness they use it as an anchor for their online and offline marketing strategy and leverage social media to amplify images from their OOH campaign to further connect with their audiences amp160Brands such as these use OOH to quotprimequot and build awareness for their audience and quotamplifyquot that same message across digital channels to reach a highly targeted segment amp160Primplify amp160Perhaps that does not roll off the tongue but then again neither did Brangelina or Brexit at firstTriNet a leading provider of fullservice HR solutions for small and midsize businesses just launched an omnichannel campaign called quotPeople Matterquot featuring exclusively produced photographs by the renowned photographer Annie Leibovitz amp160The campaign includes TV radio digital and OOHConsider for a moment the ingeniousness of this campaign TriNet is combining one of the top quotpeoplequot photographers globally with an HR solutions company that focuses on people and highlighting relatively unknown business owners under the banner of quotPeople Matterquot amp160Now layer onto this campaign infinitely photographable and shareable canvasses in the OOH space amp160Although the TV ads and radio spots have a valuable place in this campaign mix they cannot provide dynamic social content they39re not a part of this virtuous circle amp160OOH is the tie that bindsSpotify which rocked the OOH world with its Bowie campaign last year is doing it again in an equally clever way This year39s campaign picks up where the Bowie campaign left off amp160quotNew Music Fridayquot appears on a huge digital display in Times Square and features a new music release weekly amp160Some recent artists featured include The Chainsmokers Jennifer Lopez and Cardi B39s collaboration with Bruno Mars amp160The featured artists then share the images of their boards with their followers and have added millions of impressions to a target market of music enthusiasts amp160Over the past six months Spotify reached over 500 million people via Instagram posts from artists including their quotNew Music Fridayquot billboards amp160It39s yet another example of the virtuous circle one desirable occurrence leading to anotherThe global fashion brand Saint Laurent features the rapper Travis Scott on a black and white Soho billboard amp160The intrigue the brand created by the highly stylized yet minimalist visual is a clear opportunity to drive consumers to the web for a deeper immersion into the fashion line amp160The campaign also takes advantage of location as the restaurant in front of the billboard is a corner deli in the day and a nightclub that musicians frequent called La Esquina in the evening which is key to the contextual relevance of the message amp160It resulted in street style influencers taking quotselfiesquot with the ad as a backdrop to share with their likeminded followersJust as notable Saint Laurent used the OOH asset as a background on its own official Instagram page amp160The campaign pretty much defines a virtuous circle a continuous process of improving iterating and connecting its message amp160This is also an example of how an OOH asset can drive audiences online and be used as content to also target audiences through social channelsYet another example of this virtuous circle is the brand Vital Proteins which used its existing social content and supersized it on a Times Square location amp160Featuring Louise Roe an influencer with a 701K Instagram following it provided the Instalebrity with yet another opportunity to share a photo of herself in front of the display amp160The caption underneath her posted photo is one we have seen before when celebrities share their OOH quotfamequot with followers And it may just be the best endorsement of them all quotLook mumquot amp160Seeing your image in OOH is a sign that you39ve made itOOH not only serves to anchor campaigns in the real world but it lends itself to a virtual circle where it is the basis of the virality and shareability across social media while also connecting to targeted audiences across all platformsClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Creating a Virtuous Circle in OOH

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Jodi Senese

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Creating a Virtuous Circle in OOH

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