Digital Campaign Makes Lasting Impact on Community

Client: Winter Holiday Arts Market

Scope: After 13 years, the Winter Holiday Art Market (WHAM) presented by Fresh Arts was approaching its final year and needed a campaign revitalization so that the market could make a final lasting impact on local artists and the community as a whole. Over 2,200 attended the final event where WHAM celebrated Houston’s creative economy.

Challenge

  • Preview party to reach 200 guests
  • Create buzz Friday night leading up to weekend event
  • Manage an ongoing campaign throughout October

The Plan

  • Utilize Influencer marketing, social media live posting, media relations
  • Target Audience: Young, affluent art lovers

Outcomes

  • The night of the preview on Instagram, we garnered over 15,000 impressions, 390 engagements, over 3,000 people viewed our stories and we were trending at over 152% in under 24 hours. There were also nearly 800 mentions of #freshartshouston, #wham18 and other hashtag combinations in total.
  • Artists also garnered 100 sales from guests outside of the Houston area and outside of the United States. Friday and Saturday nights saw a 10% increase in sales from 2017.
  • Secured 19 earned and paid media placements, stayed under our advertising budget at $4,800 and had a publicity value of over $136,000 in earned media. We reached an audience of more than 23,530,000 across four markets: Houston, Austin, Dallas and San Antonio.
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