Kickstarter partnered with Road Dog Creative, a woman-owned strategy and branding studio, to develop updated brand positioning and campaign creative. For the media buy, it developed the plan in-house, with support from a consultant.
![Kickstarter's carefully curated OOH strategy offers visibility while avoiding the potential for scrolling or skipping](https://static-prod.adweek.com/wp-content/uploads/2024/06/1l9w_x-dksr03texqtz3lcip-3wzpjz3nnx6-b8vdrse-1024x572.png)
The locations were selected with more than visibility in mind, too, Warren added, noting that they held βhistorical significance.β
βKickstarterΒ was born in Bed-Stuy, Brooklyn, and our first office was located in the Lower East Side,β she explained. βLater, we moved our headquarters to Greenpoint, Brooklyn. By placing our posters in these boroughs, weβre paying homage to our roots and retracing our journey.
She added: βThese strategic choices connect our past with our present, reinforcing our message and resonating on a more personal level with the communities that have seen us grow.β
Kickstarting a new era
The newest billboards form part of Kickstarterβs wider βIdeas in Actionβ campaign, which has comprised creator partnerships and a Google video ad campaign.
βEach channel offers a unique way to engage with our audience, keeping them interested and involved over a longer period,β Warren said.