Artist Olly Howe is known for his digital collage aesthetic, blending elements of the past with contemporary photographic processes and flourishes.
New Facebook fans
Stock sold out
With an already impressive organic growth of Instagram followers, Olly wanted to tap into the Facebook ads platform to escalate this trajectory to increase demand for his art. The ultimate goal was to sell out of new editions on the day of each release.
Mindful of protecting the long-term ownership of audience contact details, the social media campaign has been structured to funnel people into building the client’s email list, creating an ‘inner circle’ of subscribers who are first to hear of new releases and have early access to limited editions.
Working with an artist like Olly means no further input is required for the ads’ creative: his social media posts hit exactly the right tone for his fans and are thumb-stoppingly striking. The trick is putting this in front of the right people.
The existing Instagram audience was used to identify which news feeds to populate to find new fans of his work. Page content was then promoted and delivered to potential future customers, who engaged, shared and followed.
By retargeting the growing audiences of people engaging with content, the campaign continues to show more of Olly’s work and insights into the artist himself, creating a desire to buy into the brand. Lead generation ads for email signups tap into this and invite followers to be the first to hear about new releases.
Demand has been fierce and all new editions have sold out on release. Olly has also sold all his stock editions from the studio archives, keeping hold of a few Artist Proofs for future availability.
June 2019 - January 2021, ongoing
• Facebook & Instagram ad campaigns