• by Fern Siegel , Yesterday

Fragrance retailer Nest New York has just kicked off its first large-scale out-of-home and social-first marketing. 

The coverage debuts during Thanksgiving week, an especially high foot-traffic time, with a billboard in Times Square.

The billboard spotlights the brand’s new influencer-driven campaign, inspired by its collaboration with pop artist Donald "Drawbertson" Robertson. His art illustrates the candle boxes.  

“Our first Times Square billboard with Shopify marks a new chapter for Nest New York, as we’re expanding our presence across physical and digital spaces to celebrate our limited-edition Holiday collection with artist Donald Robertson. By combining large-scale out-of-home placements with our influencer-led festive campaign during NYC’s peak season, we’re creating a citywide, multi-sensory moment for the brand,” Erwan Le Berrigaud, CMO, Nest New York, told Out to Launch.

The campaign also includes New York City-based influencers Violetta Komyshan, Christina Grasso, Romilly Newman.

Creative work was designed in-house to promote Nest's holiday offerings.