Connecting an international auction house with future generations through digital storytelling in China


Appealing to future generation’s lifestyle tribes

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 in China to work with Sotheby’s editorial team to craft human-centric, creative and compelling digital content through the owned WeChat 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 was to ensure traditional art was given a modern language and new lifestyle scenarios.


Insight As the audience’s attention span is getting shorter, compelling visual content can really grab a readers attention.

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

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

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.

Engage All content ended with a call-for-action hook to encourage audiences to either repost or comment for incentives.

WeChat posts were published in the first three months
impressions were achieved within three months
20% increase
in engagements including fan base growth, likes and forward
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