Measuring the ROI of Wild Posting Campaigns: Analytical Approaches

Why Measuring ROI in Wildpostings Matters

Wildpostings have long been a staple in guerrilla marketing, offering brands a cost-effective way to reach urban audiences with high-impact visuals. However, despite their effectiveness in building brand awareness, wildpostings have often been criticized for being difficult to measure in terms of return on investment (ROI). Unlike digital ads, where clicks and conversions are easy to track, evaluating the effectiveness of wildposting requires a strategic mix of data collection and analysis.

For marketing professionals, understanding how to quantify the success of wildposting campaigns is essential to justify ad spend and optimize future campaigns. This blog explores the best analytical approaches to measuring the ROI of wildpostings, providing actionable insights and tools to track performance effectively.

Key Metrics for Measuring the ROI of Wildpostings

Foot Traffic and Location-Based Analysis

Wildpostings are most effective in high-traffic urban areas, where thousands of pedestrians and drivers pass by daily. To measure exposure and effectiveness, brands must analyze foot traffic data.

How to Measure Foot Traffic for Wildposting Campaigns

Geofencing Technology – Set up geofences around wildposting locations to track foot traffic using mobile device data.

Heat Mapping Tools – Utilize tools like Placer.ai or Google Location Insights to measure pedestrian density in selected locations.

Manual Observation – Deploy field teams to track passersby and document engagement levels.

Example: A beverage brand places wildpostings in three high-traffic areas. Using geofencing, they track an 18% increase in foot traffic near their store locations following the campaign.

Engagement Tracking Through QR Codes & Unique URLs

One of the most direct ways to measure ROI on wildposting campaigns is by integrating digital tracking elements, such as:

QR Codes – Placed on posters to direct users to landing pages, discount offers, or interactive experiences.

Custom Short URLs – Using branded short links (e.g., Bitly) to track how many users visit a page from a specific wildposting location.

Promo Codes – Offering location-specific promo codes to track conversions from wildposting ads.

Example: A clothing brand includes a QR code on wildpostings offering a 15% discount. They track 2,500 scans in two weeks, leading to 480 online purchases, confirming a 19.2% conversion rate from the campaign.

Social Media Mentions & User-Generated Content

Wildpostings often have a viral appeal, especially when designs are bold, visually striking, or interactive. A successful campaign can gain traction on social media, generating free publicity and extending its reach far beyond the initial location.

How to Track Social Media Engagement:

Hashtags & Keywords: Monitor campaign-specific hashtags and mentions of the brand alongside “#wildpostings” on social platforms.

Geo-Tagged Posts: Use social listening tools like Hootsuite or Brandwatch to track location-specific posts.

AI Image Recognition: Services like Google Vision can identify and track how often wildposting visuals appear in organic user content.

Example: A tech startup runs a wildposting campaign featuring a bold, artistic design. Within a month, over 3,000 social media shares include campaign images, leading to a 40% increase in website visits from referral traffic.

Brand Lift and Awareness Surveys

Since wildpostings are often used for brand awareness rather than direct conversions, tracking brand perception before and after a campaign can provide valuable ROI insights.

How to Measure Brand Awareness Impact:

Consumer Surveys: Conduct pre- and post-campaign surveys to measure brand recall and sentiment.

Google Trends Analysis: Monitor brand search volume increases after launching a wildposting campaign.

Third-Party Research Tools: Services like Nielsen or YouGov can conduct professional brand lift studies.

Example: A music festival runs a wildposting campaign two months before ticket sales. Post-campaign surveys reveal a 27% increase in brand recognition, directly correlating to a 15% rise in ticket purchases.

Direct Sales and Store Visits

For wildpostings promoting physical store locations, measuring foot traffic increases and correlating them to in-store purchases can be a strong indicator of ROI.

Tools to Measure Store Visits from Wildpostings:

WiFi Analytics – Track devices that enter a store after being exposed to wildpostings.

Point-of-Sale (POS) Data – Analyze whether sales increased after the launch of a wildposting campaign.

In-Store Surveys – Ask customers how they heard about the brand.

Example: A sneaker brand places wildpostings around key shopping districts, featuring a QR code leading to an in-store exclusive deal. They measure a 22% increase in store visits over the next three weeks.

Best Practices for Maximizing ROI in Wildposting Campaigns

Combine Wildpostings with Digital Ads

To ensure higher engagement, integrate wildpostings with:

Retargeting Ads – Use geofencing to serve digital ads to people who have passed by your wildposting.

Influencer Collaborations – Pair wildpostings with influencer campaigns to encourage UGC (user-generated content).

Design for High Engagement

Not all wildpostings are created equal. Campaigns that spark curiosity, humor, or interactivity tend to perform best.

Use Augmented Reality (AR) – Create interactive wildposting experiences where users can scan a poster to unlock exclusive content.

Leverage Bold Visuals – High-contrast, large fonts, and minimal text improve readability.

Include a Clear CTA – Whether it’s a QR code, website link, or phone number, make sure viewers know the next step.

Conduct A/B Testing for Location Effectiveness

Since wildpostings depend heavily on location, testing multiple areas can help determine the best-performing spots.

How to Run A/B Tests for Wildposting Locations:

Divide the campaign into two or more test cities.

Use unique promo codes or URLs per location.

Measure engagement differences to identify the highest ROI area.

 Example: A streaming service tests wildpostings in two neighborhoods. Location A generates 300 QR code scans, while Location B gets 900. They allocate a larger budget to Location B for future campaigns.

Making Wildpostings a Measurable Success

Despite their non-digital nature, modern wildposting campaigns can be measured effectively using a combination of foot traffic data, QR codes, social media tracking, brand lift studies, and store visit analytics.

Key Takeaways:

Use geofencing, QR codes, and social media tracking to measure engagement.

Combine wildpostings with digital marketing for higher conversion rates.

Design posters for maximum visibility and interactivity to boost shareability.

Leverage A/B testing and data analytics to optimize campaign performance.

Always include a measurable CTA (promo code, custom URL, store locator, etc.) to track ROI accurately.