Woolmark drops a wild posting campaign in NYC to promote a Karl Lagerfeld collaboration
Knowing the value of New York City street culture, Woolmark devises a super creative wild posting initiative to hype their collab
Wheatpaste, sticker, and pull-tab wild postings were all part of the marketing mix
A variety of poster styles helped the advertising campaign stand out on the streets of New York City
The poster initiative aimed to spark curiosity and engagement among New Yorkers
A minimalist, black & white poster design made it unlike all other fashion outdoor wild posting advertising
Each poster included a code for people to unlock access to the limited edition clothing release
Locations in Soho, Chelsea, North Williamsburg and other parts of Manhattan and Brooklyn teased on Instagram to help people find the posters
Each wheat-paste wild posting generated 2,400+ brand impressions each day
Why we love this New York City wild posting campaign
1.) Wheatpaste wild postings were intentionally placed in creative locations to align with street art and culture
2.) Multiple wild postings styles deployed, Woolmark knew delivering a message in a variety of ways would create a multiplier effect
3.) Poster design took a different tact than all other fashion brands in the streets
If you would like to activate a creative wild posting advertising initiative, ALT TERRAIN is here to help!
