Art Wants to Make Friends.
Український культурний фонд
2020
Categories of works.
Strategy / Social / SMM / Media / Creative / SMM Content / Advertising / Production
PROJECT OVERVIEW.
Ukrainian art is growing and developing at a quick pace; however, there is still little interest in it. The main reason is inappropriate communication with the audience. Communication channels have changed, but the approach to communication remains the same.
Our task was to increase interest of the generation Z and Y audience in Ukrainian art.
IDEA.
After studying the characteristics of the audience, we concluded that online life is a new reality for generations Z and Y. Social media are used to find friends, partners and even love. Messengers instead of live communication.
And we understood – art should go online and take the first step to make friends with young people.
SOLUTION.
To achieve our goals, we used the personification technique and communicated on behalf of art in a Tinder style. The campaign started as a light flirting in social media supported with TV and outdoor ads.
To maximize the target audience reach, we registered art on the most popular social media: Instagram, Facebook, Tinder and TikTok. And to increase the awareness of the audience, we created a chatbot in Telegram and Facebook Messenger.
Art is the first to take a step towards youth on social media inviting to #artdating and telling where and how to have art dates. And the chatbot regularly sends the content about works of art and analyzes the preferences of subscribers.
RESULTS.
10+ million
reach
300+
photos of art dates with #artdating hashtag
20 000
followers on Instagram
4 500
followers on Facebook
25 000
chatbot readers
Team.
CEO
Account Manager
Creative Producer
Art Director
Creative Copywriter
DOP
Sound Designer
Content Manager
Junior Strategist
Head of Web development
Other cases.
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