Case Study

Hastings Contemporary

What did they need?

“We are an art gallery based in Hastings. Formerly Jerwood Gallery, we re-launched as Hastings Contemporary in July 2019. We’re a small team with big ambitions, and we needed specialist and dedicated support for social media marketing strategy and execution.

“We knew we needed to dedicate time to social media, but being a small team time was limited.  Appointing an agency felt very much like growing our team, which is why we were looking for an agency who would feel like an extension of that team.”

Katie Linekar, Marketing & Communications Manager

What did we do?

We started with a kick off meeting with the gallery team, then designed a strategy to support their annual quarterly art exhibitions. This approach takes us through pre-launch where we focus on generating awareness; launch week and associated events where we focus on event sign-ups; and post-launch where we focus on driving gallery visitors as well as social engagement.

Our social strategy combines organic, multimedia social media posts across Facebook, Instagram, and Twitter, as well as social advertising on Facebook and Instagram.

We also introduce an interactive online element, such as a photo competition, to increase engagement with gallery exhibitions pre- and post-visit. This meets a key objective of driving more engagement from the artistic and creative community.

After working with Jerwood Gallery from summer 2018  to support all their major exhibitions, in summer 2019 we signed a 12-month contract to deliver a full social media strategy for their relaunch as Hastings Contemporary, as well as delivering social media support for all exhibition promotion until April 2020.

Results:

Our initial work with Jerwood Gallery over three exhibitions from July 2018-February 2019 helped their exhibition content reach over 150,000 people and gain 20,000 engagements within their target demographics on social media.

Our social media competition #MyArtistsTelescope (which invited artists to submit work to be featured in an online exhibition curated by exhibiting artist Nigel Cooke) gained 831 individual submissions via Instagram.

#MyHumanFigure, an interactive social media element that we introduced to their ‘Mark Wallinger: Human Figure in Space’ exhibition, gained 224 entries on Instagram. This prompted visitors to the gallery to take photos of themselves in motion against Wallinger’s art installation.

Katie Linekar, Marketing & Communications Manager, says:

“We have seen genuine results, surpassed our targets and are now keen to translate that into even more tangible results for the coming year. It is also incredibly reassuring knowing that at peak times for us (during our exhibitions) that this area of the business is being managed to the highest standards.

“We have seen an increase of engagements over the last year, and our most recent exhibition delivered our highest engagement levels to date. We have also increased our online audience, particularly audiences that in the past have typically been the hardest for us to engage with.”

What they said:

“The knowledge, specialism, expertise and approach to ways of working are excellent. The Joyful Web are incredibly reliable and organised – a perfect combination of expertise, organisation, creativity, skill and teamwork. I wanted to work with someone who I was able to pick up the phone and ask “stupid questions” to without feeling like they were stupid. I also wanted to work with someone who challenged and pushed me, with empathy and understanding of the wider business, industry and workload. The Joyful Web have all of this!

“The management process has been exceptional, with clearly defined responsibilities, shared working spaces, attention to detail, and reassurance. I would say that if you need to rely on someone, and want someone with expertise, industry knowledge, excellent management skills, passion, creativity, dedication, ROI, measurability, friendly and approachable people – with 100% reassurance that you will never be let down – appoint The Joyful Web.”

Katie Linekar, Marketing & Communications Manager