Riot Art and Craft, a well-established, nation-wide retailer has been inspiring creativity in the homes and classrooms of everyday Australians for over 40 years, with their wide range of art and craft supplies for all skill levels.
THE OBJECTIVE
Riot Art and Craft’s Instagram was well under-utilised prior to The Social CliQ introducing strategies to maximise reach and engagement. This undertaking also included the social media launch of Holcroft, a brand sold exclusively at Riot Art and Craft. The objective was to establish Holcroft as a premium destination for artist engagement, advice and discussion.
THE STRATEGY
First launched with The Social CliQ in October 2018, Holcroft’s social media channels were subsequently set apart as a specific platform for professional artists in order to better segment Riot Art and Craft’s wide ranging audiences. This is as Riot’s products are aimed at young children to adults and everyone in between, with varying skills and abilities.
However, both Riot and Holcroft utilised a two-way communication approach as the central focus of their respective social media strategies. This allowed the artist community to interact with the brands and in reciprocation, Riot and Holcroft advertised their artworks, shared customer testimonials and established trusting platforms where all parties could discuss techniques and advice. The promotion of giveaways also facilitated greater engagement with followers and customers.
By conducting monthly photoshoots to produce effective content and showcase upcoming and new products, The Social CliQ was able to maximise both Riot and Holcroft’s channels to promote and grow online sales.
Through utilising the Instagram shopping feature, Riot Art and Craft and Holcroft have the ability to tag specific products within a picture so users can go directly to a landing page and buy that product, increasing convenience and improving customer experience online.
THE RESULTS
Through coordinating an all-inclusive Social Media marketing strategy, The Social CliQ organically grew Riot’s followers by 500% to over 11,000 followers in under 6 months, with an average engagement rate 10% per post.
Within its first 6 months, Holcroft achieved over 5,000 followers and gained over 1,000 impressions per post within the first 6 months. Their Facebook page also has an established presence among the artists community, receiving reviews of their products daily.
Combined, these accounts saw an increase in 75% more website clicks directed from social media and enabled a custom audience to be retargeted with future Facebook Ads.
