Winsor & Newton Collaboration with Hobbycraft and artist Emily Powell

July 21, 2021 | |
Views: 68

We are sharing the news of a really exciting collaboration with Winsor & Newton, Hobbycraft and artist Emily Powell

Emily Powell is an established award winning artist who has worked with brands such as Versace and was shortlisted for the Royal Academy of Art prize (from over 18,000 paintings).

She is known as a ‘colourist’ and her optimistic style is popular in this current climate. Emily is naturally very engaging and trained as a teacher. The first set of paints she was given as a child were from Winsor & Newton and that was where her love of painting began!

Campaign Stages

The campaign was divided into three different stages. Below you will find a detailed explanation of each stage.

Instagram Takeover from Artist Emily Powell
VOTE!
WIN!
Q&A!
Consumers chose what Emily was going to paint

 

Canvas painted by Emily with Winsor & Newton Products
Consumers asked Emily questions
Friday 9th July

Hobbycraft Instagram story takeover with a voting element for the canvas painting.

 

Overview

Emily introduced the Hobbycraft consumer to her art studio in Devon and talked about the collaboration with Winsor & Newton and Hobbycraft. She then announced that she would create a canvas in the following week with Winsor & Newton products and that Hobbycraft consumers could decide the topic with the voting option in the Instagram story.

 

Thursday 15th July

Emily shared the painted canvas on Instagram stories. Consumers have a chance to win the canvas by heading over to Emily’s Instagram channel. The giveaway closes on Friday 23rd July.

Overview

Emily’s painting with Winsor & Newton products to be shared on Hobbycraft’s Instagram with an Instagram story of Emily asking the followers for questions for the Q&A

Friday 16th July

Emily answered the Q&A on Hobbycraft’s Instagram story alongside the outro.

 

Overview

Emily answered the consumer queries that had come in via the Hobbycraft team. Some of the questions were related to her background, how she started in art and some additional questions the consumers had.

Results/ Feedback from Hobbycraft

VOTE!

The Instagram story (to the right), generated 49,355 impressions (the combined total from each individual frame that was viewed), a reach of 48,718 (a combined total of unique accounts that viewed each  individual frame) and had a completion rate of 59%.

WIN!

The Instagram reel (watch the video on the right) a reach of 23,984 and it was played 25,402 times (plus an additional 10,048 plays on Emily’s Instagram channel) The total engagement was 381.

Q&A!

Thursday 15th: the Instagram story generated 11,579 impressions (the combined total from each individual frame that was viewed), a reach of 11,579 (a combined total of unique accounts that viewed each individual frame) and had a completion rate of 92%.

Friday 16th: the Instagram story generated 35,227 impressions (the combined total from each individual frame that was viewed), a reach of 34,814 (a combined total of unique accounts that viewed each individual frame) and had a completion rate of 64%.

 

In conclusion

In the coming months, we also have some additional Hobbycraft campaigns that are equally interactive with the consumer and will hopefully build on this success.

The overall goal is to work on campaigns which:

  • Inspire the consumer/to interact with them digitally on an emotional level
  • Build excitement for our brand/ and the artists we collaborate with

We already know that the first Instagram story post from this campaign secured 45K impressions. We also know that the engagements on our Hobbycraft Winsor & Newton brand page in terms of traffic recently has shown really promising results. We will keep you updated as the KPIs, as come in.

In the meantime, we would love it if you can like and share the below video posts on your personal Instagram accounts.

 

Thank you,

Karen Stones                 &        Richard Sheahan

UK Marketing Manager             National Account Manager