Times Square billboard turns into visibility case study

By AI, Created 8:50 PM UTC, May 19, 2026, /AGP/ – Kimberly Spencer says a Times Square billboard for her children’s book, It’s Just a Fart, drew more value from the conversation around it than from the placement itself. The campaign is now being used as a case study for how earned media, social content and audience reactions can outperform paid visibility.

Why it matters: - The campaign suggests that a single high-profile media buy may not deliver full value unless it is supported by follow-on content and audience engagement. - For authors, entrepreneurs and brands, the bigger payoff may come from turning one media moment into repeated touchpoints that build trust over time. - The case study points to a broader shift in visibility strategy: attention alone is not the same as conversion.

What happened: - Kimberly Spencer said a Times Square billboard for the children’s board book It’s Just a Fart generated stronger engagement from secondary coverage than from the billboard placement itself. - Spencer is documenting the campaign as a case study in recursive visibility, a strategy that creates media content around a media moment to extend reach without additional paid placement. - The campaign included social content, podcast discussions and audience reactions built around the billboard. - Communication Queens™ is incorporating the case study into its curriculum for authors and entrepreneurs focused on media, PR and podcast-based visibility.

The details: - Spencer said the billboard drew attention, but the human moment around it resonated more deeply with audiences. - Spencer said sharing the moment with her son while he saw the billboard helped drive the connection people felt. - Spencer said the billboard itself did not close the gap between attention and action, while the conversation around it did. - Spencer said the real distribution came from content built around the original placement. - Spencer said the campaign highlighted higher audience trust thresholds and the need for more sustained content than many creators expect. - It’s Just a Fart has a website at More information. - Communication Queens™ has a website at More information.

Between the lines: - The campaign is a real-world example of how earned media can amplify paid media when the story becomes the product. - The result also reflects how modern audiences often respond more to context, personality and reaction than to the placement itself. - The strategy rewards creators who can package one moment into multiple forms of content instead of treating the placement as the finish line.

What’s next: - Communication Queens™ plans to use the campaign as teaching material for clients navigating modern media and podcast-based visibility strategies. - Spencer’s broader visibility framework appears aimed at helping clients build repeatable systems instead of one-off exposure. - The case study is likely to serve as an example for authors and founders weighing paid placement against content ecosystems built around that placement.

The bottom line: - The billboard got attention. The story around the billboard got the reach.