Make no mistake- this would’ve had our usual creative and marketing teams ripping their hair out. She explained that the *client* (teehee) campaign required unique and specific images that couldn't be sourced from stock photos, and would need to be built from scratch with their director of photography. Waddington said the marketing team came to them with a specific concept in mind, and charged the creative team with bringing it to life. “ they were planning to run an OOH campaign in the San Francisco area this September.”

“The marketing team took the lead on the decision to run the campaign,” said Jaime Waddington, a Digital Content Producer and Creative Lead on the project’s assigned team. We did the thing we’re always telling other businesses to do, and used one of the dedicated creative teams we use to make creative for other businesses. When we put it like that, the solution was pretty obvious. If only there were a service capable of providing ambitious brands with frictionless creative that drives marketing outcomes! How We Did It It had to pay off in top of funnel awareness, and-importantly-preparing the creative for it couldn’t be a tax on our internal creative marketing teams. We knew spending money on out-of-home (OOH) was a risk. “We had multiple initiatives under the campaign: an event, a paid advertising campaign, direct mail and email marketing in place.” “We weren’t expecting to see results just by doing an OOH campaign,” said Licastro. We made sure they were part of a bigger plan to bring prospects down the funnel one that’d run from September to December throughout the state. We didn’t expect billboards and rideshares to do all the legwork, of course. We slapped our branding over every available inch, right down to coffee trucks outside event centers-attendees coming out for a break would be greeted with caffeine and some gently-provoking Superside messaging (told you we were devious). Knowing these events would play host to hundreds of openly-curious decision makers in the space, we deviously scattered our messaging across the chrome and concrete plains surrounding each event from September 4th through the 17th, starting right when the events began. “When we realized there was a need to market to marketers at tech companies, we thought doing an out-of-home during SaaStr and Dreamforce this year made the most sense to ensure lots of people would be exposed to our ads,” Licastro explained. Especially during this year’s SaaStr and Dreamforce. Tech has made up a good chunk of our customer base for some time, which makes San Francisco’s Silicon Valley a prime target.

We didn’t just plaster them about the city indiscriminately. And when they do, the bustling world around them is ample real estate. Everyone seemed to forget that people in tech do in fact leave the house. With everyone putting every available dollar on the screen, we noticed not many brands thought to go out and touch grass/pavement/car doors. “We’ve always toyed around with the idea of testing an out-of-home campaign, but we didn't decide to pull the trigger until we could link it to something that made sense for such a costly initiative,” said Christina Licastro, Senior Marketing Manager at Superside. Our industry is particularly saturated with digital content-we and our competitors are doing our best to show big tech we’ve got every possible avenue covered with largely online-focused brand assets (social media ads, YouTube/IG/TikTok videos, etc.). Working in creative marketing for as long as we have, we’ve picked up a time-honored trick: Look at what your competitors are doing, and do the opposite.

Why We Did It How We Did It How It Played Out What To Learn From It Why We Did Itīecause most businesses like ours aren’t doing it.

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