Branded content online that delivers in engagement, traffic, and conversion.
ART FOR THE SOUL, BODY + MIND
MEET THE ARTISTS SERIES
GREAT WAYS TO DECORATE WITH ART
ARTCIRCLES FOR iPAD
ART FOR THE SOUL, BODY + MIND
ART.COM HOME PAGE CAMPAIGN
AUGUST 2014
SKILLS: Strategic + Creative Direction
The "Art for the Soul, Body + Mind" campaign came together in response to a merchandising challenge: determine a brand-appropriate strategy to sustain a visually off-brand yet historically high-performing category (Motivational Art) on the Art.com home page for three weeks.
Deep understanding of the impact of sophisticated storytelling in key home page real estate led to a harmonious campaign experience: Motivational Art was elevated to "Words of Wisdom," accompanied by other top-performing product categories Cuisine ("Full of Flavor"), Fashion ("Fashion Forward"), and Music ("High Notes"). The resulting campaign continued a strong upward trend in engagement numbers and helped sustain incremental revenue growth during a period of historically low home page performance.
MEET THE ARTISTS SERIES
ART.COM STRATEGIC PARTNER INITIATIVE / SITE CAMPAIGNS
2013 +
SKILLS: Strategic + Creative Direction, Engagement Marketing
Meet the Artists is an ongoing campaign on Art.com – surfaced through multiple points of site real estate and marketing channels – designed to bring cutting-edge contemporary artists into the product catalog and introduce a new type of consumer to the brand. Through 2014, four different group online art shows have run on site, interspersed with individual artist launches and promotions.
Partnerships with guest curators such as Juxtapoz Magazine and the addition of a curatorial focus – i.e., "5 New Takes On Nature You Need To See" – continue to thoughtfully push the envelope for the Art brand while leveraging existing audiences familiar with content.
Challenged to find a way to feature this riskier product in valuable home page real estate, in Spring 2014 a greater "Fresh Perspectives" campaign was created and "5 New Takes" was carefully folded in alongside tried-and-true customer favorites like florals and seascapes. A balanced take on new and familiar for the consumer and all on-brand, the campaign set a new engagement record for Art.com non-promotional content on the home page.
GREAT WAYS TO DECORATE WITH ART
ART.COM HOME AND LANDING PAGE CAMPAIGNS
APRIL 2014
SKILLS: User Experience, Strategic + Creative Direction, Engagement Marketing
The Great Ways to Decorate with Art campaign brought a "shopvertorial" experience to both the home and Get Inspired pages of Art.com for the first time.
Informed by customer input gathered from site evaluation and on-the-ground interviews in the Art.com San Francisco pop-up store, editorial content on how to engage with product sought to position the brand as a home décor authority – a first for a major revenue-driving campaign on the site. Simultaneously, a new user experience allowed users to shop product directly from imagery, increasing clickthrough and conversion and attaining new record-high revenue and engagement numbers.
Collaboration with the Art Customer Sales + Service team extended the impact further. Phone and online support agents received training in not only the new site experience, but in the décor strategies themselves, resulting in up to 40% average order value increases.
ARTCIRCLES FOR iPAD
ART.COM MOBILE APPLICATION
2012 - 2014
SKILLS: Content Management, Engagement Marketing
artCircles is a content-rich discovery tool with a unique user interface designed to help users find the art they love from anywhere.
A breadth of content expertly scaled and re-curated for the mobile experience helped artCircles become a crowd-pleaser in the app store and gained it accolades from iTunes including Featured Fine Art App, Top 10 Essential Apps, App of the Week, #1 Lifestyle App, and #1 What's Hot App.
With the release of artCircles 3.0 in 2014, enhancements including social features, dynamic content feeds pulled directly from the Art.com website, and a thoughtful content-driven push notification regimen helped elevate the application to new performance levels.