Launching A Campaign For Sam Edelman Across New York & Los Angeles in Under 3 Weeks

It started with a referral

Some of the best partnerships start with a simple introduction. One of our longtime clients referred us to the team at Sam Edelman, and shortly after, they reached out with a clear goal. They were opening a new store in Southampton and wanted to reach the New York shoppers heading east for the summer. At the same time, they wanted support on the West Coast for their Beverly Drive location in Los Angeles. Two coasts, two very different audiences, and one tight window.

The brief: two markets, one summer moment

For New York, the strategy was to meet Hamptons bound traffic where it already was. We placed a board on the Long Island Expressway, the main artery for anyone driving out to the Hamptons, and paired it with a board in Chelsea to keep the brand visible in the middle of the city. For Los Angeles, we secured a spot on Sunset Boulevard directly across from The Edition Hotel, one of the most talked about stretches in the city, to drive awareness for the Beverly Drive store. Each placement was chosen for a reason, not just availability.

Mid-June to July 3rd

Sam Edelman came to us in mid-June with a holiday weekend deadline. Quick turnaround is our specialty, so our team got to work immediately, pulled together a full slate of location options, and had the first billboard live on July 3rd, right as summer traffic peaked. That kind of speed is only possible when you know the inventory, the markets, and the production timelines cold, and it is the reason clients keep coming back to us for launches that cannot wait.

The results

Across the three placements, the campaign delivered roughly 3.4 million impressions over a four-week period:

Long Island Expressway: 1.6 million impressions
Chelsea, Manhattan: 1 million impressions
Sunset Boulevard, Los Angeles: 800,000 impressions

Going the extra mile

For a campaign and a client of this size, we wanted to do more than book the boards. We sent our own videographer to the installation site at 4am to film the board going up, and captured drone footage of the finished placement for the brand to use across its own channels. We also partnered with a micro influencer in New York City who created a video featuring the billboard and took her audience along on a visit to the store. The result was a campaign that lived on the street and online at the same time, turning static placements into content the brand could keep using long after the boards came down.

Micro-Influencer Video: https://youtube.com/shorts/Nol9-lYGgx8?si=-2qMw806oSQTUQMf

Installation Video: https://youtube.com/shorts/-430Q2rHpQc?si=qrI-w5wDM1ZrQP8d

Planning a store opening or a seasonal push? AdTime Marketing builds fast, high impact out of home campaigns in New York, Los Angeles, and nationwide. Reach out to get started!