The Arts Foundation New Zealand Te Tumu Toi enters it’s
ALWAYS ON ERA
Establishing growth fundamentals for the country’s most established arts entity,
supercharging a new generation of arts givers across Aotearoa New Zealand.
Challenges.
Perception.
Arts is for all. But donating to the arts was considered exclusive to a particular class. We needed to change the mindset of how New Zealanders engage with arts.
Engagement.
This meant that kiwi spent more time taking from the arts than giving, not recognising the value of engaging more positively.
Awareness.
And for many, they hadn’t even considered that giving to the arts was an option, let alone understanding it was valuable.
Budget.
Given all of this, the investment into advertising the arts was minimal, and all profit was being invested into artists ventures. Efficiency was hugely important.
The Strategy.
Our organic content was performing well with our existing audiences, so we knew we had a perfect content strategy, we just needed to bring it to more audiences.
With a steady month-on-month budget and media plan we created an always on campaign architecture across Meta and Google to ensure consistent reach and frequenxcy to key audience segments.
We then drip-fed any tactical or topical campaign events into our media plan, constantly refreshing our audience segmentation, retargeting, and converion campaign implementation.
The Solution.
The Arts Foundation needed a brand platform, audience strategy, and digital growth plan to help drive organic engagement and paid acquisition.
Retaining audiences was not a challenge. But finding new audiences and connecting with them was taking time.
We implemented an always on paid search and social strategy with the goal of engaging every social media using New Zealander. Twice.