As the startup pioneering the filtered showerhead category, Jolie sought a unique and cost-effective way to educate consumers about the harmful impact unfiltered water can have on hair and skin, while positioning Jolie’s filtered showerhead as the solution.
With the price of billboards and large format public transit placements being too cost prohibitive for start ups in their early days – CROSSWALK MEDIA trucks provided Jolie with the canvas to reach the same audience as traditional outdoor advertising formats for a fraction of the cost.
Even better than the massive CPM arbitrage was Jolie’s creative – drawn with a finger in mud dumped on a whiteboard and blown up to a high resolution, visually arresting image that read: “WHAT IF WE TOLD YOU YOUR SHOWER WATER WAS DIRTIER THAN THIS TRUCK?”
While the success of their initial 5 truck NYC program in 2023 could be felt purely from the number of people taking photos of the trucks in the street and posting them on social media (a phenomenon that has continued even with the creative being live in the market for 3 years now) – an independent attribution study conducted by StreetMetrics confirmed the positive impact, finding that individuals exposed to a Jolie truck were 89% more likely to visit Jolie’s website and checkout page compared to a control group.
Over the next 24-months Jolie would steadily increase the size of its ‘always on’ truck advertising program, upsizing their presence in NYC to 15 trucks, while launching another 35 across 3 strategically important metro markets: Austin, Los Angeles and Miami.
By the end of 2025, Jolie had gone from $0 - $50M in revenue in just 4 years since launching and their trucks had delivered more than 700 MILLION lifetime impressions for less than a $1.50 CPM, with the 1 BILLION impression milestone crossed during the first half of their 2026 program.
"CROSSWALK MEDIA has been a trusted partner for the past few years as we've scaled Jolie. Their trucks have been a pillar of our brand marketing strategy, starting in NYC and then expanding to Miami, Austin and Los Angeles, proving to be an effective and impactful tool for creating conversation and building brand awareness in a creative way. With so much noise in digital and increasing costs, unique OOH with strong creative should be part of everyone's brand playbook."
