Building influence for an international auction house through China’s RED

Sotheby's
Challenges

Established in 1744, Sotheby’s is the world’s premier destination for art and luxury. Sotheby’s promotes access, connoisseurship and preservation of fine art and rare objects through auctions and buy-now channels including private sales, e-commerce and retail. Its trusted global marketplace is supported by an industry-leading technology platform and a network of specialists spanning 40 countries and 50 categories, which include Contemporary Art, Modern and Impressionist Art, Old Masters, Chinese Works of Art, Jewelry, Watches, Wine and Spirits, and Interiors, among many others.

Sinclair was appointed to work with Sotheby’s editorial team in China to craft artistic, creative and compelling digital content through the RED social media platform. In order to attract future generations of collectors in China and Asia, we engaged with their interest tribes as well as digital savvy facts. The key is to adopt a beautiful story to ensure that traditional art is endowed with modern language and new lifestyle scenes.

Approach

Storytelling Took a storytelling approach for all content, leveraging interests of relevant tribes in order to bring art knowledge and auctions closer to daily life.

Visual Content Developed more than 50% of Sotheby’s ongoing RED content including text and graphic design to increase engagement.

Future-thinking Content selection was prioritised with a focus on inspiring or attracting a younger generation of future collectors. Topics included, contemporary art, celebrity curated auctions and comic sub-culture collections.

Always-On Content Planned and coordinated messages and updates; Cooperated with RED to post theme activities such as ‘International Museum Day-Monet’s travel VLOG’; Created owned hashtag #Sotheby’s #Sotheby’s Auction House to attract loyal audience; Holiday and occasional greeting posters were created; Connected with trending RED topics; Replied to comments in a timely manner; and Social listening.

Engage All content ended with a call-for-action hook to encourage audiences to visit the official website to browse detailed auction information or make reservations for offline exhibitions.

Outcomes
Social media phone
+30
RED posts were published in the first two months
+140,000
impressions were achieved within two months
+2,700
engagements including fan base growth, likes and forward
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