
Challenge
Amplify awareness and drive interest in a group of exceptional Old Master paintings on offer at auction at Christie’s.
Content activations: A three-pronged approach
Extraordinary storytelling — I devised a content strategy highlighting the unique stories behind four major paintings under the strapline of ‘Old Masters. New Chapters.’
Social campaign: An interactive organic social post with captivating copy to drive engagement
Digital amplification: A paid social media advertising campaign with specific targeting to convert
Content roadmap: A dynamic editorial feature as the destination of this journey of discovery, with art expert insights on each painting highlighted in the campaign
Outcome
The content campaign successfully drove awareness and interest for the masterpieces spotlighted. The organic social campaign saw an engagment rate of 2.31% and follower growth rate of 2.7% (up 32% from previous branded campaign). The paid digital ad campaign achieved above benchmark click-through rate. The editorial feature welcomed over 3k unique visitors during a 2-week period, with a 3-minute average time spent, and converted readers into registrants and bidders in the auction.
This interactive organic social post drove significant engagement from our audience – doubling our brand average.