Earlier this year, longtime Sharp PR client Chihuly Studio enlisted our social team to create a fresh strategy for the Studio’s social media channels with the goal of increasing awareness and interest among collectors and enthusiasts.
We set out on our task, first analyzing entities in the art world that compare to the different facets of Chihuly Studio, from contemporary artists to galleries, gardens and prominent institutions. Armed with a comprehensive view of the landscape and an understanding of the Studio’s priorities and considerations, Sharp developed a multi-layered recommendation that included:
- Shifting the day-to-day channel approach to focus more clearly on Studio storytelling, with specific direction on priority channels and content approach for each channel
- “Plus up” creative concepts for dedicated campaigns to reinforce major Studio news and priorities
Throughout, we focused on maximizing the incredibly rich video content that spans the artist’s 50+ year career, his role as a mentor and advisor to the next generation of artists, and his impact on the art community as a whole. This included surfacing “behind the scenes” and archival content in dynamic ways, expanding captions to tell deeper and more nuanced stories, and use of new formats like Reels and Story Highlights.
The new strategy is being implemented in phases, but initial traction has seen two behind-the-scenes reels go viral, amassing almost 5M views between them. The reach of the channels overall has expanded by more than 200% and followers have grown on Instagram - a top priority channel - by more than 40%. Audience engagement has remained high, with comments highlighting the impact of Chihuly’s work on all who experience it.
Photo: © Chihuly Studio. All rights reserved.