The Challenge
Just days before the opening of the Baklava Mega Store in SoHo, Shopify's original poster vendor was unable to complete the campaign. With opening weekend approaching, there was virtually no room for delays.
The campaign had two priorities: create immediate street-level visibility before the pop-up opened, and deliver installations strong enough to serve as the backdrop for launch photography and social media content. Every stage — from production through installation — had to be completed on an accelerated timeline without compromising execution.
Our Approach
Strategic Neighborhood Coverage
We concentrated placements around SoHo and surrounding neighborhoods where visitors were already traveling for the event, maximizing visibility in the highest-value areas.
Accelerated Execution
Our team compressed printing, logistics, and installation into a single accelerated production schedule, ensuring the campaign launched on time without sacrificing placement quality.
Content-Ready Installations
Poster placements were selected to create clean, visually impactful backdrops for launch photography and social media.
Ongoing Campaign Support
We refreshed locations throughout opening weekend to maintain a clean, high-impact street presence during the campaign's most important days.
The Results
The campaign was fully installed before the Baklava Mega Store opened, giving the launch immediate street-level visibility throughout one of Manhattan's busiest shopping districts.
Beyond driving awareness, the installations became part of the campaign itself. Shopify's team photographed the installations for launch content, extending the campaign's reach across social media and creating marketing assets that continued delivering value long after the posters came down.
