Building and engaging a nationwide digital community for a prestigious luxury brand
Bonhams Switzerland, the Swiss subsidiary of the prestigious auction house, mandated Enigma to implement a new social media strategy to reach a new target audience and to raise customer awareness towards their brand.
Bonhams, an ancient auction house, sells fine art and antiques through an unshared process and lacks therefore visibility towards the general public. The purpose of the campaign was to generate new qualified leads and strengthen the brand’s presence on social media.
After an in-depth analysis of Bonhams environment, Enigma proceeded to a landing page optimization in order to ensure the highest conversion rates (and optimal results). To this end, five variations of destination pages were tested with the A/B Testing technique to select the best performer.
Enigma created a tailor-made digital campaign intended to closely meet customer’s needs.
The campaign content was associated to Bonhams’ major events throughout the year, in Switzerland and beyond.
Different phases of campaigns were imagined: consignment campaigns and sales campaigns. The content was continually adapted while advanced targeting techniques ensured to deliver the message to the right audience.
Finally, to build a growing community on Instagram and to retain the existing audience, we maximized the content available while also creating exclusive content, covering different events throughout the year.
By creating digital and sales campaigns as well as spreading them on social media, a new community was built and a significant increase traffic on the landing page occured.
The Instagram page gained +1,5k followers during the 6-month campaign and an increase of 5,6% in engagement rate has occurred.