Art Publisher

  • PartnerAnonymised
  • ProjectWhite Label
  • CategoryMarketing
    Content
  • Year2022

creative

to promote

messaging 

to engage

community

managed for end-client

The Challenge

Creating a loyal and engaged community in an unpredictable industry.

We were tasked with growing the online presence of an Art Publisher in order to create a switched-on, loyal, and engaged community of followers.


This meant getting creative with how we displayed the works of resident artists signed to the publisher, as well as generating anticipation and excitement around every new release.

our solution

Building connections

The attitude of ‘build it and they will come’ is long gone. Online presence is all about reaching out, building connections, and being forthcoming. We identified the key personas and profiles that would be most interested in the works of the signed artists through hashtag analysis, engagement patterns, and general social listening.

However, conversations alone do not retain community engagement, and even though the artworks were outstanding to begin with, we took the extra step of getting creative with the way we displayed the pieces in order to provide the audience with new perspectives of the art, ultimately cementing their engagement. This meant that every post was unique in a way, meaning that the audience received something new in each post and kept them engaged in the long run.

 

The attitude of ‘build it and they will come’ is long gone. Online presence is all about reaching out, building connections, and being forthcoming. We identified the key personas and profiles that would be most interested in the works of the signed artists through hashtag analysis, engagement patterns, and general social listening.

However, conversations alone do not retain community engagement, and even though the artworks were outstanding to begin with, we took the extra step of getting creative with the way we displayed the pieces in order to provide the audience with new perspectives of the art, ultimately cementing their engagement. This meant that every post was unique in a way, meaning that the audience received something new in each post and kept them engaged in the long run.

We did this by creating interactive formats for audiences to view the works in closer detail, as well as visual and eye catching compilations of their works. We supplemented these formats with insightful and analytical commentary on the artwork to help users visualise and grasp the narratives put forward. On top of this, we stayed on the pulse of all upcoming releases through the art publisher by putting together snappy video sneak peaks of upcoming releases to keep followers coming back to the page.

We did this by creating interactive formats for audiences to view the works in closer detail, as well as visual and eye catching compilations of their works. We supplemented these formats with insightful and analytical commentary on the artwork to help users visualise and grasp the narratives put forward. On top of this, we stayed on the pulse of all upcoming releases through the art publisher by putting together snappy video sneak peaks of upcoming releases to keep followers coming back to the page.

the results

Thousands of newcomers to the community…

After a short 4 months, we’ve completely diversified the client’s digital presence – delivering content that does their portfolio’s phenomenal work justice. 

Coupling our output with a sophisticated outreach strategy, we’ve connected with art collectors, artists, art journalists, galleries, and enthusiasts; all with the aim of converting these conversations into new followers and customers who engage with the brand.