Instagram Campaign Drives New Audiences to the Show

The Challenge

Maven was tasked with raising awareness and ticket sales for the Philadelphia Museum of Art annual Contemporary Craft Show. While wildly popular with older audiences familiar with fine craft, the Show wanted to reach younger affluent audiences who might not have heard of the Show before.

71%

Increase in Instagram followers in one month

50%

Increase in traffic to the ticket sales page

Strategy

Maven created a strategy for all four social media platforms (Facebook, Twitter, Instagram and Pinterest), but saw the most opportunity with Instagram due to the visual nature of the event. Show artists were highlighted using Instagram Stories and popular hashtags were used to become part of existing conversations.

In addition, three Show artists with large social media followings were engaged to “take over” the Craft Show Instagram account for one day a week in the month leading up to the Show. Artists were encouraged to demonstrate how they prepare for the Show, give followers a look into a typical day in their life, as well as preview what Show attendees could expect to see at the artist’s booth.

Takeovers were run in tandem with a Meet the Artist blog series as an additional piece of content to drive visitors to the website to learn more and purchase tickets.

Results

As a result, Craft Show Instagram followers grew by 71 percent in just one month. Takeover posts were the top performing posts for the month, and traffic to the ticket sales page of the Craft Show website increased nearly 50 percent over the same time frame the previous year.