Changing perceptions of art collecting.
Christie’s needed to connect with a new generation. The problem was that younger people found Christie’s irrelevant or, at worst, intimidating.
Opening the doors through content.
We developed and executed a content strategy designed to make the brand more accessible to first-time buyers, creating original formats and an editorial strategy that opened the doors of Christie’s to a new audience.
Scalable content creation.
Over a 6 year period we created over 11 original pieces of content, consulting with Christie’s in-house content team to develop and produce effective and engaging work.
Highlights include Collecting Stories – an original format that opens the door to private collectors, revealing how they got started and what collecting means to them. An intimate, moving series showing that collecting is not just for the rich and famous, but for anyone interested in objects and the stories behind them.
Online sales grew by 53% thanks to an influx of first time buyers.
“First time buyers help Christie’s reach record sales”