“Fadoskino Miniature Painting Factory”: how to bring back fashion for lacquer miniatures

#art

Should we consider the boxes old-fashioned or breathe life into the factory, creating a trend for porcelain thermal glasses in the Russian style and attracting a young audience?

“Fadoskino Miniature Painting Factory”: how to bring back fashion for lacquer miniatures

Task and reason

Basic task there was an increase in audience involvement and attraction of new clients for the Fedoskino miniature painting factory.

Target: return the brand to its former glory, reform and scale production, carefully preserving traditions.

Creation, maintenance, analysis and optimization of advertising campaigns
Weekly reporting (in excel or google doc format)
Summary report for the month

Growth plan

Online advertising was targeted according to the following principle:
Targeting key queries (for example, “buy miniature paintings”, “exclusive paintings”).

100

Calls

Views

14TO

Transitions

What was the plan:

We increase sales by promoting a new line of souvenir products with the help of informative and exciting advertisements.
Building trust using a new format of interaction with the audience - group master classes, where everyone can try themselves as a creator and create their own masterpiece on an original box, brooch or panel.
We build trust with the help of feature number 2 - excursions around the factory with living history, where the guides will be professional and honored workers in the field of art.

Promotion:

1. Online advertising was targeted according to the following principle:
Contextual advertising: targeting key queries (for example, “buy miniature paintings”, “exclusive paintings”).
Targeted advertising: promotion in social networks with an emphasis on beautiful visuals - here we worked in a team with the client and the SMM department.

2. In the offline direction, changes were also made on the client side:
Events and offline promotion

Participation in exhibitions and art fairs.
Organization of master classes on creating miniatures.
Organization of factory tours with professional art workers.
Creating exclusive collections for museums or galleries.

It was immediately determined that discounts, sales and promotions would not be used. The product is of high value, it is made by hand and the client did not want to go to the mass market, with which we completely agreed.

Result

These actions led to a significant increase in key indicators in the second half of 2024:

Ad views: 1 432 814
Advertising clicks: 14,368
More than 100 calls
The percentage of failures on the site decreased to 10-12% and was stably maintained in these values.
More than 35 groups visited excursions and master classes.
We also recorded an increase in sales due to increased brand awareness and audience trust. A large number of sales came through master classes and excursions, in one case clients were involved in the process of creating an object of art, in the second they saw how they were created.
The direction of souvenir products was relaunched, where porcelain thermal glasses became the main driver. A new target audience has emerged, which had not been used until now. In addition to the new audience, the main existing ones were identified:
Collectors: connoisseurs of unique art objects who are looking for rare and exclusive works.
Artists: masters inspired by miniature painting.
Gift Buyers: people looking for unusual and meaningful gifts.

We are currently continuing to work with the client; there are many ideas for implementation: from sending corporate gifts to expanding the geography of our activities.