SHR

Partnering with agency BBH, Christie's developed and launched a brand campaign titled The Art People. Our goal was to share the passion behind the work and break down outdated perceptions that fine art and auction houses are reserved for the elite. Original content was optimized and distributed across multiple channels, including a dedicated website. CLICK image to view a video summary of the campaign

RESULTS

print ads: over 1 million impacts WW to HNWIs/ online display: 9.7 million impressions with 0.39% CTR (against 0.08% benchmark)/ dedicated site: nearly 45,000 uniques generating 127,000 page views (previous Christie's best was 30,000 uniques)

Christie's jewelry category presented two challenges; increase repeat buying and engage clients in their "middle" value band. My solve: create an ongoing and meaningful conversation with existing clients, cross-sell to potential fine art clients and leverage external influencers who would appeal to the modern, luxury shopper. In partnership with content and digital teams, I developed a serial digital magazine that blended high-impact visuals, original content, social and commerce. CLICK image to view a PDF version of the inaugural issue (sorry! interactive version is no longer live)

RESULTS (launch issue)

email: sent to 38,000 Christie's clients yielding a 18.9% CTR (exceeding 12% average)/ 10 brand new to Christie's signups (potential bidders are very valuable)/ infographic had substantial social media pick up including a tweet by Pantone