Overview‍

Shopify launched an ambitious global billboard campaign during the Black Friday Cyber Monday (BFCM) season, featuring placements in Times Square, Dundas Square, LA, Berlin, Melbourne, and London. The campaign theme, "See Yourself on a Billboard," aimed to spotlight Shopify merchants by showcasing their brands prominently in their local cities.

Role and Responsibilities

‍I spearheaded the billboard acquisition, negotiating with vendors to secure prime locations at optimal costs. This role required coordinating with multiple teams, including motion designers and social media coordinators, to ensure timely and impactful content delivery. It also involved scoping locations with high visibility, social sharing opportunities and read time.

Execution and Impact

‍The campaign was rolled out with a significant social media push, where photos of merchants in front of their billboards were shared across platforms on the same day, generating immediate buzz and engagement. This strategy resulted in over 500 million impressions from physical and digital views, significantly enhancing Shopify’s brand visibility.

Results

‍The campaign gained international media attention, with Shopify's president discussing its success in interviews. This project not only proved to be a major success in terms of reach and engagement but also marked a career-defining achievement for me, showcasing my ability to manage high-stakes, high-impact marketing projects.

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