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.
The locations were selected with more than visibility in mind, too, Warren added, noting that they held “historical significance.”
“Kickstarter was born in Bed-Stuy, Brooklyn, and our first office was located in the Lower East Side,” she explained. “Later, we moved our headquarters to Greenpoint, Brooklyn. By placing our posters in these boroughs, we’re paying homage to our roots and retracing our journey.
She added: “These 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.”
Kickstarting a new era
The newest billboards form part of Kickstarter’s wider “Ideas in Action” campaign, which has comprised creator partnerships and a Google video ad campaign.
“Each channel offers a unique way to engage with our audience, keeping them interested and involved over a longer period,” Warren said.
