Out-of-home into paid social
A retail launch across two markets
A brand opening in two cities at once, with a fixed launch date, a single creative platform and no existing audience in either market.
Illustrative approach — not a named engagement
The approach
- 01
Buy the approach roads first
Large format on the arterials feeding each new location, booked to go live two weeks before opening rather than on the day. Awareness needs a run-up; a billboard that appears the morning you open has no time to work.
- 02
Ring the catchment with street furniture
Bus shelters and street furniture inside a tight radius of each store, chosen for repetition against the same commuter rather than for raw reach.
- 03
Mirror the outdoor creative in social
The same platform, reshot vertically. Geo-fenced to the catchment so the feed is reinforcing a panel the person has already walked past, not introducing the brand cold.
- 04
Point everything at a page built for it
One landing page per city with the address, hours and directions above the fold — not a homepage that makes the visitor hunt.
What gets measured
- Proof-of-posting for every outdoor site
- Reach and frequency by format, per city
- Landing-page sessions and direction requests, split by city
- Cost per store visit where footfall data is available
Services involved
- Billboard & Out-of-Home
- Facebook & Instagram Ads
- Website Creation