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
Creative Designs
NEOM Wellbeing is a British luxury brand founded in 2005 by Nicola Elliott, specializing in holistic health and wellness products including candles, diffusers, bath, body, and skincare. The brand targets wellness-conscious consumers seeking natural, aromatherapy-based solutions and is committed to sustainability and ethical sourcing.
NEOM began expanding into the U.S. market in August 2024. This campaign supported the opening of its first American store, a 481-square-foot “Wellbeing Hub” at 395 Bleecker Street in New York City’s West Village.
Due to NEOM’s demanding schedule and international operations, communications were intermittent in the months leading up to the launch. We maintained coordination and successfully aligned planning around the brand’s timeline.
To support the local push with broad impact, we selected Wild Posting® as the format. The client traveled from London for a coordinated content session, so installation was strategically timed to meet their schedule while ensuring maximum coverage in SoHo and West Village.
High-traffic downtown corridor
Bushwick creative hub
Queens pedestrian artery
Local community crossover
East Village nightlife zone
Midtown commuter intersection
While NEOM did not request social promotion, the eye-catching posters prompted organic sharing on Instagram and other platforms by locals and passersby.
The campaign ran from September 2–15, 2024. We used both permitted and unpermitted sites to balance flexibility with guaranteed exposure.
Unpermitted locations:
Permitted locations:
The campaign reached between 12.6 million and 17 million people, successfully drawing attention to NEOM’s U.S. store launch.
“We loved seeing the posters!” — Mel Green, NEOM Head of Consumer Engagement
Rodolfo Queiroz
Wild Posting®