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Bombas returns with a mission-driven OOH campaign, sparking conversations about homelessness in NYC. A powerful blend of advocacy and community engagement.
After a five-year hiatus, direct-to-consumer sock brand Bombas is once again testing the waters of out-of-home (OOH) marketing. This move comes as part of their latest campaign, which spans various national marketing channels but heavily focuses on an OOH approach concentrated in New York City. Described as a "mission-driven marketing campaign," Bombas aims to raise awareness about homelessness by posting factual messages on signs and other media throughout the city. For instance, one sign reveals that there are 20,000 children experiencing homelessness in New York City, alongside a microsite featuring interviews with 14 individuals who have faced homelessness.
Co-founder Randy Goldberg explains that while OOH hasn't traditionally been a significant part of Bombas's brand-building strategy, they felt it was crucial to connect with New Yorkers directly for this campaign. The goal is not merely to boost brand metrics but to ensure that people remember and engage with the information provided. This approach aligns with Bombas's core principle of giving back to the community, as evidenced by their "buy one, give one" model where for every product sold, they donate one to the homeless community. In fact, this year, Bombas reached its 100 millionth donation milestone, prompting them to honor the individuals represented by this figure.
In New York City, Bombas strategically placed over 300 OOH ads across billboards, bus shelters, newsstands, and subway stations in bustling neighborhoods like Williamsburg, SoHo, and Bushwick. These ads, predominantly text-based, aim to captivate pedestrians and commuters alike, intending to spark conversations and raise awareness about homelessness. Unlike their previous OOH endeavors, which featured product images, this campaign relies solely on words to convey its message, emphasizing the importance of meaningful communication.
Interestingly, Bombas received significant support from media partners who appreciated the campaign's message, contributing approximately $300,000 worth of free ad space. This generosity underscores the resonance of Bombas's cause and the broader trend of companies reconsidering the impact of OOH advertising. While digital advertising has dominated in recent years, brands are rediscovering the value of OOH in reaching local communities and conveying socially conscious messages.
Dylan Mabin, president of Geopath, highlights how OOH allows brands like Bombas to address societal issues in a tangible and localized manner, fostering trust and engagement. He notes a shift in how companies utilize OOH, moving beyond sales promotion to strategic targeting and community engagement. This evolution reflects a broader trend where technology and direct-to-consumer brands increasingly leverage OOH as a powerful medium for storytelling and advocacy.
In essence, Bombas's latest campaign exemplifies a nuanced approach to OOH advertising—one that transcends mere brand promotion to champion social causes and foster meaningful connections with audiences. As companies continue to redefine the role of OOH in their marketing strategies, campaigns like Bombas's serve as compelling examples of the medium's potential to drive positive change and engage communities on a deeper level.
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