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Just days before the highly anticipated release of Drake's album "Certified Lover Boy", Drake secured billboards for each artist featured on his album with outdoor advertising. With over 256 million earned impressions, the campaign had a huge impact on social media and reshared by major celebrities and news websites. The placements appeared in the markets where each artist is from, such as Travis Scott in Houston "Hey Houston, the hometown hero is on CLB," and 21 Savage in Atlanta "Hey ATL, 21 Savage is on CLB." Using outdoor advertising was extremely helpful in CLB reaching #1 building pre-album release buzz, content for social resharing and getting recognized brands and celebrities like Tom Brady to parody the billboards.