IRL murals making an online impact for brands worldwide
For decades, walls have been used to market products, either by using posters or by painting the advertisement directly onto the wall. In the modern day world of social media and instant messaging, Instagram is playing a big part in marketing products, and the smart marketing executives are getting it done free.
Wall art is loved by Instagram snappers
In the more recent years of marketing, walls with artistic interventions have stood out from the crowd, as marketing campaigns deliberately make use of the people’s love of posting unusual photos on Instagram. These murals, which stand out as a form of urban art mixed with social advertising, are the perfect bait for the Instagram lovers of today. It does not matter if they like the content, even. It is enough for it to be unusual, to have hundreds of people to snap it and post it on Instagram, and for thousands of others to share it.
Murals are covert advertising
Because the murals do not actually look like advertising or promoted content, they attract people who are looking for that perfect photo for their Instagram feed, to be the first to share the unusual and the artistic. Unwittingly, they are propagating the message of the brand through social media channels with incredible strength in the world of advertising and getting the brand’s message out to millions of people without the brand actually advertising it themselves.
Pink walls to promote gay pride
A perfect example of this is the #pinkwall, which was painted on the four walls of a Paul Smith store. The store hit more than 68,000 mentions on social networks and earned the owner a Rainbow Intervention as part of the International Gay Pride Project. It became so popular that even celebrities like Hillary Kerr and Victoria Justice visited the store just to have their photos taken in front of it.
Adidas uses wall videos
When Adidas first partnered up with Kendall Jenner as their marketing model, the partnership was publicly announced using a video as a huge mural. The mural was videoed and posted on social media and had more than eight million views over all the networks. The Adidas brand has since launched its outdoor wall campaign, as an art project in Brooklyn, New York, in order to promote its Pure Boost DPR tennis shoes campaign. There are now more than 118,000 posts that have the hashtag #pureboost across social media networks.
Going topless for Givenchy
When Givenchy brought out their new advertisement for Givenchy Jeans, using racy advertising with topless models in various poses, the campaign was plastered all over the sides of buildings. One such model, Candice Swanepoel, shared the shot of her own poses from a wall and received more than 200,000 views in the first week.
Impossible to measure results
Including a hashtag with commissioned murals is a great way for brands to merge an analog experience in a digital world. However, there is still no way to really measure how much impact the murals are having, since Instagram does not have the usual metrics of number of views, number of shares, audience demographics, etc.