how to launch a successful wild posting campaign

Bring your message to the streets by wild posting your city.

Wild posting is an extremely effective advertising medium that has been around throughout human history and continues to be influential today. Launching a wild posting campaign is a relatively straightforward process. The beginning of the planning process is similar to other advertising mediums where you need to clarify your objective(s), message(s) and target market(s). Fortunately, with wild postings, there is a lot of freedom and flexibility when executing a campaign. You can choose the areas to target, markets, campaign length, number of locations, wild posting size and much more.

Wild posting is suitable for any brand, company, event or business size. Wild posting campaigns successfully build brand awareness, generate buzz, and stimulate audience engagement. Even the hardest to reach consumers view wild postings since they cannot be tuned out or turned off.

If you’re interested in launching a wild posting campaign, then here are guidelines on how do it successfully…

Wild Posting Campaign Objective

Before designing a wild posting creative, we suggest plotting your campaign objectives.

What is the purpose of your campaign? What are you hoping to achieve from this campaign? 

Once you figure out your campaign objective(s), then you can plan your message, design and campaign details. Objectives impact all campaign aspects. For instance, a teaser/reveal campaign is when two different creatives are posted in succession to generate buildup. Teaser/Reveal campaigns are suitable when your campaign objective is to inform people of an upcoming event or product. The images below are of a teaser/reveal campaign we ran for White Claw.

white claw wild postings

Wild Posting Campaign Message

You should also clarify what you would like to say before designing your wild posting. Try to communicate your message with the least amount of words possible. People are walking, cycling, or driving when they view your wild posting, so your message should be concise. Minimum words will help ensure passersby can read and understand your message. Utilizing images can also help get your message across in a time-efficient manner.

If you have multiple messages, then you can utilize multiple wild posting flights. You can use as many wild posting creatives as you desire to ensure all your messages get across.

If you’re planning on running a multi-market campaign, you could also adjust the message for each market. For instance, when we run campaigns in Montreal, most people utilize a wild posting creative in French and in the other Canadian markets their wild posting text is in English like the Absolut creatives below.

Absolut wild postings

Another example is the multi-market campaign we ran for Riff where they adjusted each cities’ wild posting message. The design stayed the same, however the message was slightly altered to include references in that city. Below is an image of the Toronto creative with the text, High Park. This creative was only used in Toronto since High Park is a Toronto landmark and other cities might not know of it.

Aphria Riff Wild Posting

Target Market

It’s essential to establish your target market before creating your wild posting and planning campaign details. Your target market influences where your campaign locations should be, if your campaign should be multi-market and it impacts your design.

If you have several target markets, then you can always utilize different wild posting creatives to appeal to all your markets.

Your campaign will be most effective if you know the places your target market(s) like to go so you can put up wild postings in those areas. Ask yourself…

Where does your target market live? Where do they work? Where do they hang out?

Answering these questions will help you organize your campaign locations accordingly.

Budget

Before executing a wild posting campaign, you should establish a budget. It’s essential to know your budget early on in the planning process so you know which campaign attributes you can afford. Fortunately, wild posting campaigns are extremely cost-effective and customizable to meet budgets.

Wild Posting Size and Style

The next step is to pick a wild posting size and style. Your brand, budget and message strongly impact this decision.

We offer a variety of wild posting sizes such as singles, mini monsters, monsters, and dominations. Dominations are the largest wild posting size and they take over an entire hoarding. With dominations, you have more space for your message however it is more expensive than the other styles.

A unique wild posting style we offer is Tear Away Posters. Tear-Aways are when stacks of posters are affixed to a board for people to rip off and take home with them. This creates positive brand impressions and increases brand awareness because people can put the posters up in their offices, houses and many other places which will reach more people. For instance, we ran a Tear-Away campaign for Vitamin Water where people could take part of the wild posting creative home with them.

vitamin water wild posting

Another creative style we offer is Off the Wall campaigns which is when wild postings have one or more objects attached to them. The purpose of the item varies from campaign to campaign but typically the 3D objects are free samples or used to snatch attention. For example, we launched an Off the Wall campaign for Beefeater Pink where we affixed giant 3D strawberries to their Monster wild postings.

beefeater pink wild posting

Wild Posting Creative

Once you choose your wild posting size, then you can start creating the design. There are numerous essential elements to consider when forming a wild posting. Here are our tips to help you construct a wild posting that will leap off the board and snatch attention.

You can add visual interest and fascination to your wild posting by employing contrasting elements. Contrast is formed by variances in features such as size, color or shape. Contrast can be created by combining light and dark colors, desaturated and bright colors or opposite hues on the color wheel. You can differentiate font style, size and/or weight to craft contrast between words. You can also emphasize items by adding space around them, adding texture or placing them in other spots on the poster.

Each color elicits different emotions and feelings. For example, orange provokes feelings of happiness and friendliness while blue elicits calmness and honesty. Thus, you should utilize colors that align with your brand and the message you are trying to portray.

To ensure people can comprehend your wild posting while on the move, you should employ large and legible text. Contrasting background and text colors will help make your text comprehendible and noticeable.

You can also craft visual interest through negative space, emphasis, shapes, vibrant colors, layering and spacing.

Wild Posting Campaign Details

The next step in the wild posting planning process is to plot your campaign details which include picking campaign locations, length, and timing.

Your target market(s), budget and objective(s) all impact locations. For example, if your objective was to let people know your store just opened then you should pick locations close to your store and in areas your customers would be.

The areas your target market(s) live, and visit determine where your wild posting locations should be. Your locations could be close to gyms, malls, restaurants, bars, and many more. At Grassroots, we can launch campaigns all over Canada, the United States and Europe.

When picking campaign dates, it’s helpful to research city events, games, and concerts in case you want your campaign to coincide with those events. The weather and current season are also important factors. For example, travel companies advertise warm climate destinations during winter months because people are more likely to want to travel to hot destinations when their weather is cold.

contiki wild posting

A positive aspect of wild posting campaigns is that the wild posting is visible for the entire campaign duration. So, if you launch a 2-week campaign, then your wild posting will be visible all day and night for two weeks straight. We also constantly maintain our wild postings to ensure it remains in pristine condition.

Wild Posting Execution  

The final step is to choose a wild posting company to launch your campaign unless you have the resources to do it yourself. If you plan on utilizing a wild posting agency, then gazing at their past campaigns and clients will help reveal their capabilities. Some important factors to consider are if they can execute printing, prices, the markets they offer, poster maintenance, and their board locations. Typically, it is more convenient to choose a wild posting company that offers printing services so the execution can be more streamlined, and it ensures the poster quality is appropriate for posting. Board locations influence exposures so you should also ensure the agency has high-traffic boards.

At Grassroots, all you have to do is send us your wild posting creative file, tell us your campaign details and we will handle the rest. We can print your posters and put them up all over Canada, the United States and Europe. Our locations are also in areas with high foot traffic such as the downtown Toronto core.

We strive to launch campaigns that are fitting to each one of our client’s needs. Our wild posting campaigns can be customized to meet your brand visions. For more information, visit our wild posting section or contact us today.

 

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