Introduction:
NPRP Out of Home Media is thrilled to announce our recent work with TOMS to launch their heartwarming “For Moments Of Joy” campaign in Los Angeles. This campaign celebrates the beauty of everyday moments, featuring fashion and lifestyle content creator Rocky Barnes and her family. Our OOH strategy aimed to amplify TOMS message and showcase their newest collection across key neighborhoods in the city.
Campaign Concept and Creative:
TOMS “For Moments Of Joy” campaign beautifully captures candid glimpses of Rocky Barnes’ life as a creative entrepreneur and mother. The photography’s focus on authentic, joyful moments translates perfectly into the OOH medium, creating a relatable and engaging experience for viewers. As described on TOMS website, the campaign highlights Rocky Barnes and her family, emphasizing the genuine moments of joy experienced in TOMS footwear.
OOH Strategy and Execution:
NPRP Media worked closely with TOMS to develop a comprehensive OOH strategy that would maximize visibility and impact in Los Angeles. We carefully selected a mix of large format and high-frequency OOH placements to reach TOMS target audience in the neighborhoods where they live, work, and play.
- Wallscapes: We secured prominent wallscapes to create unmissable, large-scale displays of the campaign’s beautiful imagery. These wallscapes commanded attention and generated significant brand awareness.
- Dedicated Barricades: Construction barricades were transformed into eye-catching advertising spaces, extending the campaign’s reach along busy streets
- Wildpostings: Strategic wildposting placements added a layer of high-frequency messaging in key areas.
- Vertical Kiosks: New vertical format street-level kiosks provided valuable eye-level advertising, engaging pedestrians and drivers.
Neighborhood Targeting:
Our OOH campaign strategically targeted key neighborhoods across Los Angeles, including:
- Westside
- Venice
- Sunset in Hollywood
- Beverly Fairfax
- Silverlake
This neighborhood-centric approach ensured that the “For Moments Of Joy” campaign resonated with local communities and seamlessly integrated into the fabric of city life.
Conclusion:
NPRP Media is proud to have partnered with TOMS to bring their “For Moments Of Joy” campaign to life in Los Angeles. As a fellow Southern California founded company, we understand the importance of connecting with local audiences and creating impactful OOH experiences. The combination of stunning creative, strategic placements, and targeted neighborhood outreach has successfully elevated the TOMS brand and its newest collection.