Webflow’s First Out-of-Home Campaign

On July 29th, Webflow, a visual-first website development company, debuted its first brand campaign in its 11-year history.

Here’s how they decided now was the time to delve into OOH:

1. They needed a way to capture busy marketers’ attention.
2. They wanted to pay homage to their early commitment to education by providing clever advice for marketers.
3. They recently announced a new CEO, Linda Tong, and also acquired Intellimize, a startup leveraging AI to personalize websites for unique visitors.

Webflow targeted the location with the highest concentration of marketers, which just happened to be San Francisco, CA, where the company is headquartered. To address their desire to pay homage to the founders’ roots running customer support, they say they used creatives that share clever advice for marketers, highlighting how customers like Clear, Away, and Orangetheory are using the tool to build, grow and manage their websites. They took advantage of summer travel by launching takeovers in the San Jose Airport, Montgomery Bart station, and CalTrain Station, as well as placement in the San Francisco Airport, SoMa SF, SF Marina, and North Beach.

They say the campaign adopts a clever, mentor-like tone to distinguish itself from tech-heavy marketing campaigns. The creatives include brand messaging, which introduces Webflow’s enterprise capabilities to new and potential users, and customer messaging, noting current well-known users to provide social proof. Additionally, the campaign is timed before Webflow’s annual user conference, Webflow Conf, which will take place in San Francisco in October.

To bring the creatives to life, Webflow worked with nice&frank, a creative agency.

They decided that the campaign would live in locations with high dwell times (like airports and train stations) that hybrid workers and business travelers frequent. Hybrid work models are gaining popularity in the Bay area, and many of their customers work in person. Part of the reasoning behind travel hubs was not only to catch daily commuters but to capture the attention of those heading on business trips, who may already be in the mindset of growing their online presence.

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