#TakeMeHome: An Innovative Launch Campaign | DMA

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#TakeMeHome: An Innovative Launch Campaign

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Startups need to be innovative to get ahead.
Startups like Artupia (artupia.com).

They connect artists with buyers over an online platform, cutting out expensive overheads and opening up a worldwide market to the artist.

The value they offer to the buyer and seller depends on having a large volume of users but as a fresh new company, their problem was how can they get their user numbers up quickly?

Their solution was a masterpiece of experiential marketing.

Three cities were selected with healthy art industries; Milan, Berlin and London. Within these cities, various locations were selected based on footfall, propensity to buy art, receptiveness to new online solutions and propensity to share over Social Media.

The Artupia team distributed prints of some of the artwork on the site around the area with the hashtag #TakeMeHome and a QR code on them. Members of the public were invited to help themselves to the pieces on their way to work.

The timing was perfect, people walking into their office in the morning with a painting in their hand can’t possibly go unnoticed by their colleagues. The QR code took them straight to the platform to find out what it’s all about and the hashtag invited them to share their freebies over Social Media. What’s more, this promotion took place in all three locations simultaneously creating a Europe wide buzz and amplifying the total reach of the campaign.

Did it work?

Well, the campaign cost €35,000
Over the campaign period there were:
- 17,460 website hits
- 540 app downloads
- A 53% increase in users of the platform from 1,500 to 2,300
- A 33% increase in artists registered the platform from 210 to 280
- An 851% increase in average daily sessions from 94 to 800
And press coverage continues as you read this (quite literally)

It works out at around €44 per new user plus all the press coverage and social reach so although many didn’t register, if they’re ever in the market for art they know where to go.

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