a Reinventing Online Art Buying | Carmichael Lynch Relate
Art.com

Reinventing Online Art Buying

Categories: Home & Design Retail Work

Art.com is the world’s leading online destination for buying high-quality wall art. Although the company maintains the largest online catalog of art, competition has proliferated.

The company enlisted us to support the launch of two new innovative mobile app features including ArtViewTM, which lets consumers view works of art on their own walls using augmented reality, and Gallery Wall Designer, making it easy to visualize, design and hang multiple pieces of art.

As part of our efforts to help modernize the brand, we needed to attract a younger, tech-savvy audience to generate app downloads and art purchases.

Idea

Seeing is believing. We conducted a week’s worth of deskside visits and hands-on demos for key media in San Francisco and New York. We also created a suite of assets – videos, GIFs, images and social posts – to help tell the story. These images were shared widely and used in almost all media hits.

Results

More than 243 million impressions. Coverage included The New York Times, TechCrunch, Architectural Digest, Martha Stewart, Brit + Co and Domino, which declared “This is the future of decorating your home.”

While the campaign is in its infancy, early results show significant increases in app downloads and purchases. The effort is also helping to shift perceptions of Art.com from a discount online retailer to a personalized technology company in the home and design space.

tower