Statsig Billboard Campaign: Build. Measure. Learn. Repeat.
The Challenge:
Statsig helps software companies run experiments, feature flags, and A/B testing to improve products quickly. But outside developer circles, the brand needed visibility and recognition.
After raising Series B funding, Statsig wanted to expand awareness, drive traffic, and convert attention into pipeline among product and engineering teams.
The Strategy:
We focused on the mindset developers already live by: Build. Measure. Learn. Repeat.
Instead of selling tooling, we leaned into the product-development philosophy itself, making Statsig feel like the operating system for experimentation.
Target audience: developers, engineers, product teams, startup builders in San Francisco
The goal:
spark debate
create talk value
make experimentation visible in the real world
Creative Platform:
Statsig already had a strong visual system and iconography. We extended it into a campaign designed to feel like experimentation in motion.
The messaging echoed developer workflows and the rhythm of product iteration, reinforcing how quickly ideas can be tested, learned from, and improved.
Execution
San Francisco Out-of-Home
Multiple billboard executions across San Francisco targeted the city’s dense product and engineering population, you know, the people who actually make experimentation decisions. The work sparked conversation and debate across the developer community.
Double Boards + Sequential Messaging
We used adjacent placements and repeated visual patterns to create movement and progression that, in a way, mimicked experimentation cycles.
The creative reinforced:
iteration
learning loops
constant optimization
Results
The campaign positioned Statsig as a visible voice in product experimentation, not just another tool in the stack.
It:
increased awareness among San Francisco’s developer ecosystem
generated conversation within product communities
reinforced Statsig as a category player in experimentation tooling
The work made experimentation culture tangible in the physical world.
Why It Worked
Developers don’t respond to cliché marketing language. The campaign didn’t explain experimentation; it embodied it. By reflecting how product teams already think and work, the creative felt native to the audience rather than imposed on them.
About Division of Labor
Division of Labor is a San Francisco advertising agency specializing in brand and launch campaigns for Series A–C tech startups.
We help emerging companies:
shape category narratives
build awareness in technical audiences
translate complex products into human ideas
Campaign Overview
Statsig partnered with Division of Labor to launch a San Francisco billboard campaign targeting developers and product teams. The work translated experimentation culture into a public-facing brand platform, building awareness and positioning Statsig as a leader in A/B testing and product experimentation.
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Statsig is a Seattle-based startup that wanted to make an impact on the developer-heavy population of San Francisco. Statsig received Series B funding and wanted to expand its market, build awareness, drive website traffic, and ultimately get conversions via its sales team and online queries. Division of Labor is the ad agency for startups so Statsig was introduced by another one of our clients. And a B2B SaaS campaign is exactly the kind of collaboration we are looking for.
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Statsig is a startup that helps technology companies easily test and experiment with different product features. Statsig offers feature flags, A/B testing and other tools to quickly and efficiently help companies figure out what products and features are working and what still need refinement or, sadly, retirement.
We targeted developers, engineers and others working in product development at software and technology companies. The message: Build. Measure. Learn. Repeat. Sort of the mantra product developers live by. And Statsig has the platform to do it all faster and more efficiently than ever.
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The ad campaign ran for about six weeks in San Francisco starting March 2024. Then many of the ideas were taken and built out to run in social media campaigns. As the ad agency working with startups who might not have run large awareness campaigns before, it’s our job to make sure every placement has the right message. Depending on where the billboard, bus shelter, poster or digital signage is along a customer’s path dictates what we may want to say.
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Statsig has a great internal creative group of designers, marketers, social media managers and product folks who have a lot of great input and ideas. When an ad agency like Division of Labor works with startups who have their Series B investment and are ready to break out, it’s important to collaborate closely. Because these are the people who really know what their customers are thinking, feeling and doing every single day. They know the frustrations and how the product makes their customer’s lives better. So it’s the agency's job to listen first and listen always. A lot of the best ideas come from seemingly random comments.
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The client was thrilled and reported, quote, “Solid website traffic and lead uptick, plus our AEs started hearing about the boards a lot in deals.”
While several sales were directly attributed to the campaign, “The campaign didn’t just drive conversions, it also drove conversations,” said Statsig’s head of Marketing, Elizabeth George.
The product developer community started taking pictures of the boards, posting them to LinkedIn and commenting on the messages. Some loving, some pushing back, but all talking about Statsig.