Background
Sktchy is a startup that offers portraiture classes in its online art school. One of its flagship offerings is the 30 Faces/30 Days challenge, whereby students draw 30 faces in 30 days alongside Sktchy instructors and hundreds of other participants. A new 30 Faces/30 Dayswas set to focus on watercolour / gouache. The brand wanted to use social to source influential class instructors as well as promote the event over a month-long period.
Action
While Sktchy has a roster of instructors, the company often seeks out new artists to teach at the school. Instagram has been a key tool for sourcing these teachers. Prior to the event taking place, I identified influential artists that could take part in the event as both instructor and amplifier. Once onboarded, they were provided with guidelines and imagery to assist in driving interest in the challenge. Alongside this, I crafted the content plan for promoting the event on Sktchy’s main social channels (Facebook, Instagram, YouTube). Each day would showcase teacher artwork as well as highlight interesting facts or discussions about watercolour or gouache. I ensured that social channels leveraged the influencers’ artwork and name so as to attract more attention.
Impact
- Best performing 30 Faces/30 Days challenge with revenue exceeding previous challenges.
- Over 13,000+ engagements in the lead up to the event with the two best performing posts in the Instagram account’s history occurring in this period
- Over 200 submissions on social in the first two days of the event.
- A 1500 increase in followers on Instagram
