Before we walk you through the ins and outs of the reverse graffiti marketing campaign process and costs, let’s take a look at a few examples of reverse graffiti. You don’t have to look far to find great examples of this type of marketing.
IKEA has had quite a few encounters with this type of marketing tactic. In fact, their 2009 Canadian regular graffiti campaign caused quite a stir.
In 2009, the Swedish furniture brand hired a firm in Vancouver to create a creative reverse graffiti campaign for their new furniture contest. The firm went out and spray-painted slogans on sidewalks that said “any place can be beautiful” along with the date of the content.
While this is a great example of what not to do (spray paint is considered vandalism), it was also pretty creative. In 2016, the brand wisened up and engaged in a reverse graffiti campaign.
As part of their “Wonderful Everyday” campaign, IKEA spray washed uplifting sayings into sidewalks in Nottingham. These inspiring phrases were reportedly from IKEA employees, which made the campaign even more unique.
White the Nottingham City Council ultimately wasn’t too pleased with it, it got IKEA in the news again and gave them a chance to explain their campaign to the masses. So, whether it was a publicity stunt or a real campaign, it worked!
Hard Rock Cafe
You don’t have to go far to find another UK-based reverse graffiti campaign. Hard Rock Cafe once launched an interesting campaign at their cafe location in London.
Stencilled designs were laid on sidewalks in areas surrounding the Hard Rock Cafe London and then power washed to create an etched or 3D effect on the ground. The phrases on them prompted visitors and tourists to find their way to the cafe.
For example, one said “Walk This Way” in a nod to the classic Aerosmith song. Below the Hard Rock Cafe logo, it said “5-minute walk” to let visitors know just how far they were from reaching their destination.
Other versions of this campaign were seen on different streets that said: “rock this way.” Alternative versions included more detailed walking instructions such as “on the corner of Marble Arch.”
More recently, Stranger Things has invested in all kinds of unique marketing, from fun and interactive pop-ups to guerrilla marketing such as reverse graffiti. One such campaign from Virgin Media sparked interest among viewers.
Stencilled into the ground was the Stranger Things logo with a text that said “Stranger Things are happening…” Just above a stencilled image of the main characters on their classic bikes was the text “Tweet @VirginMedia to find out.”
Not only is this a great way to build intrigue, but it was a fantastic way to engage viewers with the campaign and get them talking about the show on social media.
This cleaning products brand created one of the most creative reverse graffiti campaigns we’ve ever seen! In a Swedish transportation tunnel, they cleaned a super dirty, grimy tile wall. The image they created with the cleaned surface? An AJAX bottle!
In the middle of two bottles of AJAX, which stood out among the super dirty titles, you could see the text (originally in Swedish) that said “effective cleaning.” Yep, super effective indeed!
How to Use Reverse Graffiti
Now that you’re aware of what reverse graffiti is and how other brands have used it as part of unique marketing campaigns, how might you be able to use it for your own brand?
First, there are a few things to keep in mind if you’re considering using reverse graffiti as a marketing tool.
Namely, it’s important to get permission from the property owner before creating any designs. If you’re working with a trusted agency (like us, for example), we’d take care of this for you.
Additionally, be mindful of your local laws and regulations; some cities have laws prohibiting this type of street art.
And finally, consider the overall message you’re trying to communicate with your design. Keep it positive and upbeat, as you want people to associate your brand with good vibes. However, it might pay to be bold.
The best way to figure out your message is to work with the right agency and creative team. They’ll be able to guide you through the creative process to develop a campaign that targets the right audience and leaves a memorable impact.
However, before getting into all of that, here are a few key reasons why reverse graffiti might be right for your brand and how you can use it as a marketing tool.
If you’d never heard of IKEA before seeing the campaign we mentioned above then chances are you’d remember the brand after seeing the reverse graffiti around town. If you didn’t get a chance to see the art then you’d likely have remembered the brand name from the news.
This is a pretty big benefit of reverse graffiti and other types of guerrilla marketing. Because it is so unique, creative, and often “in your face,” it’s a great way to ensure people who interact with the campaign actually remember you.
Not sure how to make your campaign even more memorable?
Create interactive displays that engage consumers. For example, you could clean a section of a city sidewalk to create a temporary game board. This would give passersby something fun to do while also increasing their awareness of your company.
Ultimately, reverse graffiti is a creative way to increase brand awareness and get people talking about your company or product.
Not only will reverse graffiti help people remember your brand but it can help you stand out amongst your competition. This is especially helpful in markets that are particularly oversaturated at the moment.
If you’ve invested in website SEO and even paid ads but haven’t seen results because your competitors are paying more to beat you out of the market then guerrilla marketing might be right for you.
In this case, the more unusual and attention-getting, the better. You can also use this tactic to create temporary murals in high-traffic areas alongside roadways and highways.
Make sure to include your brand name and logo prominently in the design, so that passersby will associate your company with the creativity of the mural. This will not only help to spread awareness of your brand but also leave a positive impression on those who see it.
Looking for a unique way to launch a new product? Etch that launch promo into sidewalks and walls around town! Reverse graffiti is particularly great for product launches as this type of marketing naturally creates intrigue.
With product launches, it’s crucial to create hype around your product launch. This can be done through various marketing channels such as social media, online advertising and PR.
Really, though, the more people that know about your product launch, the more successful it is likely to be. To cast the widest net and create a potentially viral situation, it’s important to have a strong focus on execution.
The most cost-effective way we’ve found to get those kinds of results with certain products is through guerrilla marketing tactics such as reverse graffiti.
A PR stunt is a planned event or action designed to attract media attention and generate positive publicity. Common stunts include celebrity endorsements, charity events, product launches, and public appearances. And, you guessed it, they can also include reverse graffiti!
PR stunts often take place on a grand scale and are intended to generate buzz and excitement. Sounds like exactly what a reverse graffiti campaign does too, right?
In order to be successful, a PR stunt must be carefully planned and executed. It should be creative and original, while also aligning with the brand’s image and values. When done right, a PR stunt can be an effective way to generate attention and build goodwill. If you’re interested in something that can increase your public reach, a reverse graffiti campaign might make sense.
The Reverse Graffiti Creative Process
Ready to get started? Whew. We’re ready too! So, what can you expect when working with a reverse graffiti marketing agency?
The first thing you should expect when working with a reverse graffiti marketing agency is that they will be able to help you create unique and eye-catching marketing campaigns. This will likely start with an onboarding process that includes an initial consultation, perhaps a brand questionnaire and brainstorming sessions.
What happens after that? You’ll work together so that they understand your brand and its goals. Then, their creative team will likely take some time to really dig into the most effective ways to create a unique campaign about what you’re hoping to achieve.
Then, when working with a reverse graffiti marketing agency, you can expect them to handle all aspects of the campaign, from initial planning and design to implementation and cleanup. You can also expect them to work with you to ensure that your campaign is executed successfully and within your budget.
In addition, you can expect the agency to have a team of experienced professionals who are familiar with the latest reverse graffiti trends and techniques. With their help, you can be confident that your reverse graffiti campaign will be truly one of a kind.
What Are the Best Locations for Reverse Graffiti?
Now that you’re in the middle of working with (hopefully) a great guerrilla marketing company, it’s time to decide on the best location for your campaign. Where should your reverse graffiti go? Typically, you have two main options.
Pavement advertising is a form of marketing that uses the sidewalk or street as a canvas. This can take the form of chalk art, stickers, or even large-scale murals.
Pavement advertising is ideal when you need to reach local pedestrians and generate foot traffic for businesses. It can also be used to raise awareness for community events or political campaigns as it literally stops people in their tracks.
Street advertising is a form of marketing that involves the use of outdoor advertising platforms such as billboards, bus stop benches, and other physical structures to promote products or services. When it comes to reverse graffiti as part of street advertising, this means placing the reverse graffiti on walls and perhaps even landmarks or other large surfaces.
Note that with street advertising, the overall area of coverage for your reverse graffiti will be larger. This could increase the budget for your entire campaign and lengthen the amount of time needed to really carry out the design and implementation. However, the results are often well worth it as the larger artwork can have a bigger impact.
How to Maximise Your ROI on a Reverse Graffiti Campaign
Whether you’re investing money in a reverse graffiti campaign or any other type of guerrilla marketing campaign, it’s likely that you want to know how to maximise your ROI, right? That’s fair. And we’ve got a few tips for you on how to do just that.
When in doubt, get in touch with a guerrilla street marketing company that can help you dive deeper into each of these points. This will help ensure you’re getting the maximum return on your investment.
Choose the Right Location
When selecting a location for your reverse graffiti, it’s important to consider foot traffic and visibility. The more people who see your ad, the greater the chance of generating interest and sales. Try to choose high-traffic areas such as busy sidewalks or public transit stops.
Keep it Simple
When designing your reverse graffiti ad, less is more. Stick to a single image or slogan that can be easily understood at a glance. Complex designs will only serve to confuse potential customers. However, depending on the product or service you’re selling, something super creative and artistic could look great.
Make it Memorable
In order for your reverse graffiti campaign to be successful, you need to create an ad that people will remember. Use bold fonts to grab attention, and consider incorporating your brand logo or product image into the design. After all, you only have a few seconds to grab someone’s attention so you want to ensure you’re getting the most bang for your buck every time someone walks past.
The whole point of reverse graffiti is to stand out from the crowd. Get creative with your design and think outside the box – the sky’s the limit! In this context, we’d definitely recommend working with the right agency or team of creatives.
In fact, it pays to perhaps even hire a great artist to work with. However, the real creative impact of these types of guerrilla marketing campaigns often lies in the copy and slogans. Take time and have some patience when working with an agency to get this right.
While reverse graffiti is relatively simple to execute, it’s important to hire professionals who have experience with this type of marketing. They’ll be able to help you select the best locations and create designs that are guaranteed to turn heads.
By following these tips, you can ensure that your reverse graffiti campaign makes a big impact and delivers a healthy return on investment.
How to Measure the Success of a Reverse Graffiti Campaign
Measuring the success of a reverse graffiti marketing campaign is similar to measuring the success of any other type of marketing campaign. Before launching the campaign, it’s important to identify goals. Is your goal to raise brand awareness, for example, or increase sales?
If you head into the launch of your campaign without a goal then you’ll have no idea what to measure. Define goals first and then take note of your starting metrics. Let’s break this down with a real-world example.
Let’s say your goal is to increase the number of followers you have on Instagram. This might mean that your reverse graffiti campaign features your IG username and a call to action prompting people to follow or post on their accounts with a special hashtag.
If that’s the case then you’ll want to make note of the number of followers your brand has before launching the campaign. Monitor how your account grows over time. Then, when the campaign is finished, you’ll make note of how many followers you gained. If it doesn’t go up at all then you can assume the campaign wasn’t too effective.
In this sense, it’s often best to take a more broad approach to success.
A more holistic approach would be to look at a range of metrics, including web traffic, social media engagement, and customer satisfaction surveys. By looking at the big picture, you can get a better understanding of how effective the campaign was in achieving its goals.
How Much Does Reverse Graffiti Cost?
The simple answer is that the cost of reverse graffiti depends on the project. The size, complexity, and location of the project will all play a role in determining the overall cost. Generally speaking, larger and more complex projects will cost more than smaller and simpler ones.
Additionally, projects located in high-traffic areas will typically be more expensive than those in less visible locations. As with any type of advertising, the cost of reverse graffiti can vary widely, but it is typically quite affordable, especially when compared to traditional forms of marketing.
So, what does it cost when you work with Love Creative Marketing? When working with us, the cost is dependent on the number of units you need. For example, if you are only targeting one area but the location requires a total of 25 different stencils then the cost could be anywhere between £1500 and £1700. Chalk Stencils will cost less.
However, if you’re interested in targeting more than one area, we might be able to offer discounted pricing. To us, it’s important that you’re satisfied with your campaign and able to see high rates of ROI. So, if you have questions about the price then we definitely suggest getting in touch to see what we can work out.
Summary: Is Reverse Graffiti Right for You?
Whew. We’ve just thrown a lot at you! Take a second to take it all in and then come back to help us help you answer this question: is reverse graffiti right for your brand?
In most cases, there is a creative, unique way to use reverse graffiti regardless of the type of brand you have.
However, do note that in order for a guerrilla marketing campaign to be successful, it needs to be aligned with the brand’s identity and values. For example, a home improvement store might not benefit from a hyper-local reverse graffiti campaign in an area where people don’t own homes.
The most successful guerrilla marketing campaigns are those that are targeted, original, and relevant to the brand. When done right, guerrilla marketing can be an extremely effective way to reach new audiences and build brand awareness.
Ultimately, however, there are numerous benefits that are worth looking into. By coming up with unique and attention-grabbing campaigns, businesses can generate a lot of buzz without having to spend a lot of money. Additionally, guerrilla marketing can be an excellent way to reach new customers who may not be familiar with the brand.
Ready to Start Your Campaign?
Reverse graffiti is a creative, innovative way to disrupt the marketing message in your industry and stand out from the crowd. If you’re interested in seeing how we can help you take advantage of this guerrilla marketing tactic then get in touch today.
Call to book your Guerrilla Marketing Campaign Today or fill out the brief below: 0207 607 2568