Art with commercial momentum
The project
$250K in additional art sales, 30% audience growth and a sustained 9.5× ROAS.
Overview
An audience-led editorial and campaign ecosystem for Australia’s largest online art marketplace, spanning paid social, artist storytelling, email journeys and PR.
The brief
Bluethumb needed to turn a broad mix of editorial, social, PR, paid and lifecycle activity into one coherent content ecosystem that could build cultural relevance and drive art sales.
The approach
I reframed the editorial strategy around audience journeys and purchase triggers, introduced artist-led cultural storytelling, directed full-funnel Meta creative and built staggered email narratives that balanced emotional discovery with commercial momentum.
Outcomes
Generated $250K in additional art sales through editorial content.
Grew social audiences by 30% across Instagram, LinkedIn and TikTok.
Sustained a 9.5× return on ad spend.