Gallery "Eurasia": transferred masterpieces of the East to the online space
#art
Task and reason
Task: get away from "word of mouth" and sales through recommendations.
Reason: sales are increasingly moving online and it is more convenient for people to first look at beauty items at home and only then go somewhere else. The sales format through friends and offline is difficult to scale, but online there are ways to attract an audience even through cards.
Growth plan
Art gallery “Eurasia”, founded in 1991, did not use the online sales format for a long time. In this case, we became pioneers. At the start of our cooperation, the client had only one profile on a well-known social network, which is where we started.
At the time of the start of work, the account had 1617 subscribers. No target audiences were identified and no activities were carried out.
Mostly there was only organic growth in subscribers. A USP was drawn up: more than 20 years of experience and exclusive items with expertise. The USP was formed taking into account the company’s strengths and unique features.
Any marketing activity begins with defining the target audience (TA) - the people to whom this activity will be directed and drawing up a USP. The case of Eurasia Gallery is no exception.
What was the plan:
1. Drawing up a USP
Why was this USP chosen?
The main emphasis is on uniqueness and expertise, as the market for art, antiques and luxury items is highly competitive. The emphasis on 20 years of experience and exclusive items with expertise emphasizes the reliability and high value of the products. This helps attract an audience that is looking for proven items rather than mass-produced or dubious offerings.
Target Audience
The USP was formed based on the analysis of target groups:
- Interior designers: interested in objects that can be the focal point of their projects.
- Collectors: value exclusivity, peer review and history.
- Lovers of luxury and antiques: they prefer items that emphasize their status.
- Art lovers: focused on rarity and artistic value.
How were the conditions determined?
The conditions were thought out in such a way as to meet the interests of the target audience and ensure maximum involvement:
- The prizes were selected from a category that would appeal to the target audience (eg small antiques for the collector audience or paintings for the art enthusiast).
- Conditions of participation — Subscribing to the account was mandatory; it helped increase reach and attract new subscribers, as well as tagging three friends. The second condition was to write a comment (depending on the type of competition, the condition changed: in some competitions it was necessary to explain why you should become the owner of a particular piece of art, in other competitions — try to guess the item's price or age.
- Participation was made as simple as possible to avoid barriers: no complex tasks, but minimal steps to get involved quickly. The winner was chosen in one case according to the most «liked» comments, in another on the most accurate estimate of the value of the item.
Creatives and texts
The job of a copywriter and designer was to create attractive, visually stylish and relevant materials:
- The texts emphasized the value and uniqueness of objects. A brief history of the objects of art was told, who was its author, a small legend or historical background
- Visual materials emphasized a premium style: the use of a rich color palette, large photographs of art and antiques.
- The design of posts and stories was focused on aesthetics close to the target audience — neat fonts, laconic design.
What tools were used?
Internal advertising office Instagram Ads* (Instagram «owned by corporation Meta, whose activities are recognized as extremist in Russia and are prohibited») offered various tools for setting up targeted advertising:
-
Targeting by interests: audiences with interests in antiques, interior design, art, and luxury were targeted.
-
Geotargeting: focused on premium areas of Moscow, where the potential target audience lives. But participation in the competitions was allowed regardless of location, and looking ahead, we will say that the winners were also from other regions.
-
Lookalike-audience: Lookalike audiences were created based on current subscribers or clients.
-
Advertising formats: Stories with an emphasis on involvement (with a call to participate in the drawing); advertising posts that stir up interest in competitions.
How did you launch the campaign?
- Initially, a small budget was allocated to test different hypotheses — for example, which advertising formats give the best results, which audiences are most involved
- After successful testing, the budget increased and the campaign scaled.
-
Competitions were organized with transparent conditions (for example, public selection of winners using special services).
- Giveaway allowed to increase organic reach, as participants shared posts with friends.
The client himself also assisted in the compilation, providing important information about buyers of art objects.
Result
Thanks to the interesting conditions of the competitions, we received high activity under the posts, users left creative comments and competed for a prize. Thanks to the interesting conditions of the competitions, we received high activity: users left creative comments and competed for prizes. In parallel with the competitions and after their completion, we promoted posts. Thanks to a well-chosen audience, it was possible to keep the cost of a subscriber in the range of 11–21 rubles with an average CR of 83%. These actions led to significant growth in key indicators in the second half of 2022:
- The account received more than 2600 targeted subscribers.
- The average cost per click was 14.3 ₽.
- The number of subscribers increased by 62.7%.
After some time, we began developing the site and filling the catalog. Now we continue to work on the site, regularly update the product catalog, test various types of forms, buttons and additional pages to increase sales. Due to the current situation, the promotion was moved to the Yandex advertising account. The site carries contextual advertising from Search, and also posts on Telegram. To sum it up, we can say with confidence: all the sophistication of the East is now available online.
Excellent performance
