A two-week Wild Posting® campaign surrounding New York Comic Con that activated high-density NYC neighborhoods, generating 37.8 million impressions through strategic placement and bold creative execution.
Total Impressions
Strategic Locations
Weeks Duration
Retail Anchors Targeted
Erno Laszlo is a luxury skincare house known for pairing science-backed formulations with premium skincare rituals built to support healthy, resilient skin. The brand speaks to skincare-conscious Millennials and Gen X consumers with the disposable income to invest in clinically driven beauty — an audience concentrated in urban markets and drawn to luxury skincare, anti-aging, and wellness.
In Spring 2024, Erno Laszlo took to the streets of New York with Wild Posting® to promote its Phormula 3-9 Reviving Collection under the message “Skin Barrier Support. Backed by Science.”
Build awareness for the Phormula 3-9 Reviving Collection and reinforce Erno Laszlo’s science-backed approach to skin barrier health — while driving consideration and sales around the brand’s key New York retail partners: Bloomingdale’s 59th Street, Nordstrom NYC, Bloomingdale’s SoHo, and Apthorp Pharmacy. The plan centered on saturating the neighborhoods around those stores with repeated exposure that carried shoppers from the sidewalk to the counter.
Erno Laszlo loved the raw, authentic look of unpermitted Wild Posting® in New York — but worried a purely guerrilla campaign wouldn’t guarantee consistent visibility over the full flight. The challenge: keep that high-impact, street-level aesthetic while ensuring dependable coverage around the brand’s priority retail locations.
We built a hybrid Wild Posting® program that combined permitted and unpermitted placements to give Erno Laszlo the best of both worlds. Unpermitted postings delivered the raw, guerrilla-style authenticity the brand wanted; permitted placements locked in reliable, sustained visibility for the entire campaign — concentrated around the priority retail stores. The result kept the campaign’s street-level edge while guaranteeing coverage exactly where it mattered.
Midtown, steps from Nordstrom NYC
Nolita, near Bloomingdale’s SoHo
Williamsburg creative corridor
Lower East Side foot traffic
East Village nightlife zone
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Brooklyn arterial crossing
Across a two-week flight (April 15–28, 2024), Wild Posting® rolled out through high-traffic corridors in Manhattan and Brooklyn — Midtown, SoHo and Nolita, the Lower East Side, the East Village, the West Village, and Williamsburg — with placements deliberately clustered around Erno Laszlo’s retail partners on 57th Street, in SoHo, and downtown.
The two-week campaign generated an estimated 31.5 million impressions, blanketing Erno Laszlo’s priority New York neighborhoods with high-frequency exposure in the moments before purchase at nearby retail.
“They look so good! Can’t wait to share with our team — we’ll definitely have some local team members check them out. Thrilled to receive some bonus coverage as well!”
— Abby Wong, Brand Marketing Manager, Erno Laszlo