Woolmark x Karl Lagerfeld
Guerrilla Wild Posting - Stickers, Take-Ones, Wheatpaste
A Wild Posting Campaign That Unlocked the City
To build anticipation for their exclusive Karl Lagerfeld collaboration, Woolmark took to the streets of New York City with a wild posting campaign that was anything but conventional.
Wheatpaste posters, stickers, and pull-tab postings surfaced across the city’s most culturally charged blocks — each format chosen deliberately to create variety, sustain curiosity, and reach New Yorkers across different moments of their day. The mix kept the campaign feeling alive and unpredictable, rather than like a standard ad buy.
Each poster went a step further by carrying a unique code unlocking early access to the limited-edition collection. What could have been a passive viewing experience became an active one, turning street-level discovery into a direct entry point to something exclusive.
Woolmark amplified the campaign’s reach through a deliberate social layer: strategic teases on Instagram revealed cryptic location clues, sending fashion-forward New Yorkers on a scavenger hunt through Soho, Chelsea, and North Williamsburg.
The city’s most culturally resonant neighborhoods became the campaign’s stage, and the hunt itself became the story.
750 postings. 2,165,000+ brand campaign impressions within 1 week.
Earned Media Through Participation
The Instagram scavenger hunt transformed the campaign from a paid media play into an earned media engine. By making the audience active participants rather than passive viewers, Woolmark generated organic social content and word-of-mouth at no additional cost.
Scarcity as a Marketing Lever
Early access codes tied to limited-edition product created genuine urgency. Scarcity is one of the most powerful drivers of consumer behavior, and the campaign embedded it directly into the street experience.
Low Production, High Impact
Wheatpaste and stickers are among the most cost-effective formats in outdoor advertising — yet the campaign punched well above its weight in cultural relevance and brand impressions.
Why This New York City Wild Posting Campaign Stole the Show.
Strategic Placement
Positioned in creative downtown locations that love fashion culture happenings.
Variety in Style
Deployed a multitude of wild posting styles to breakthrough the noise.
Unconventional Design
Minimalist black-and-white poster design stood out from the crowd.
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