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Want £90,000 worth of views online? Get a billboard. 

Want £90,000 worth of views online? Get a billboard. 

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Recently our sales director Zac, made a bit of splash. Highly competitive, big into football and keen to take on any challenge, he enrolled in his yearly fantasy football league. His team’s name “Shock He’s Top FC”, tells you all you need to know about Zac’s self-belief. Unfortunately for him, “Shock He’s Top FC”, was “shock” bottom of his league come the end of the season. 

Want £90,000 worth of views online? Get a billboard. 
Want £90,000 worth of views online? Get a billboard. 

As a result, there was a forfeit. And this gets us onto one of our favourite strategies for generating awareness online. Zac’s forfeit was to be featured on a large billboard in Manchester, apologising to his teammates very publicly. It’s safe to say this made an impression. 

His LinkedIn post about the forfeit got 117 likes and was seen by more than 2367 people, the Instagram post reached over 5000. But the real value came from the PR. The image of Zac and his billboard made it to the BBC, The Independent, The Yorkshire Post and many, many more. This coverage provided an estimated £90,083.03 worth of publicity value.

This is our favourite strategy for generating PR and brand awareness for businesses. Create a unique story and use traditional platforms to spread the message. The true benefit, however, doesn’t come from the billboard itself, it comes from the ability to share and talk about the billboard online.  

This has the advantage of being able to take low-cost, low-traffic billboard locations and turn them into very real results. You can create similarly amazing results with print marketing in magazines, creative letters through the post and even posters. 

The cereal brand Surreal are masters of this. Just this year, they took out a billboard showing off to the CEO’s Dad that their cereal is now is Sainsburys. This post got nearly 15,000 likes on LinkedIn and national coverage in the press.  

Want £90,000 worth of views online? Get a billboard. 
Want £90,000 worth of views online? Get a billboard. 

They did a similar campaign last year, where their billboards featuring “celebrity” endorsements went viral online. We can’t find the original post for this, so maybe “Serena Williams” lawyers had something to say after all. 

Want £90,000 worth of views online? Get a billboard. 
Want £90,000 worth of views online? Get a billboard. 

Whilst all these examples above use a bit of “tongue in cheek” to maximise reach, you can utilise this strategy to present a more high-end message too.  

British Airways have also done an excellent job recently with their billboard campaign, showing the outside of their planes on their way to your holiday destination. These have been written about in many online articles and featured heavily on people’s LinkedIn feeds. 

Want £90,000 worth of views online? Get a billboard. 
Want £90,000 worth of views online? Get a billboard. 

GymShark has also utilised billboards digitally to create awareness for their workout-friendly Hijabs. This is an important message, spread using out of home, and amplified digitally. 

Want £90,000 worth of views online? Get a billboard. 
Want £90,000 worth of views online? Get a billboard. 

Something about the blend of real life with digital resonates heavily with audiences and creates campaigns that are greater than the sum of their parts. If you’re interested in generating real awareness for you brand using this strategy, reach out to our team. 

Zac’s Articles: 

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