L 'contraptionThe contraction and marketing of art is a trend that consists in integrating art into communication strategies to reach an audience in an emotional and authentic way. This innovative approach is based on Artistic collaboration Between brands and artists to create memorable campaigns and difference.
In this article, we will explore the basic principles of artketing, examples of great collaborations and successful ideas to apply this strategy on a more accessible scale, adapted to professionals and small businesses.
1. The basic principles of art
At the crossroads between artistic creativity and marketing objectives, artketing is based on several fundamental principles:
- Create an emotional connection : Art has the power to awaken strong emotions. When collaborating with artists, brands can establish a deep bond with their audience.
- Strengthen the identity of the brand : Artistic collaborations allow to associate a brand with values ​​such as creativity, innovation or culture.
- Attract attention : In a world saturated with ads, art distinguishes and captures attention thanks to its aesthetic and cultural dimension.
- Stimulate mouth to mouth : A successful artistic campaign often has a viral potential, because it is intrigued, inspired and pushes to share it.
The main objective of Artketing is to go beyond simple promotional messages to offer unique visual and narrative experiences, involving the audience beyond the traditional marketing borders.
2. Inspired examples of successful artistic collaborations
Perrier x Takashi Murakami
The famous sparkling water brand Perrier has been associated with the Japanese contemporary artist Takashi Murakami To visit your bottles again. The colorful and emblematic images of Murakami, recognizable thanks to their famous smiling flowers, allowed Perrier to rejuvenate his image and attract a broader audience, especially lovers of contemporary art. This collaboration is a perfect example of Artistic influence marketing that combines design and narration of stories to improve a daily product.
The Weeknd X Mercedes-Benz
In a completely different record, the collaboration between the singer The Weeknd And the Mercedes-Benz luxury brand illustrates how musical art can be integrated into a marketing strategy. When highlighting the artist's song and aesthetic universe in a video campaign, Mercedes has strengthened his premium positioning of a younger and connected goal. The idea was to merge Musical art AND Brownwhich made it possible to create an immersive and emotional experience.
These examples show that gadget can take several forms, from associations with plastic artists to collaborations with musicians or designers, depending on the brand's objectives and the message that will be transmitted.
3. How to integrate the art of arts into an accessible scale
Even if the main brands are collaborating with world -fame artists, it is very possible to apply the principles of arts to the most modest or local projects. Here are some ideas to integrate art and artistic collaboration into its marketing strategy:
Collaborate with local artists
Working with local artists or creators is an excellent way to create a strong link with your community. For example :
- Call an illustrator to create original images for your visual identity or packaging.
- Organize an exhibition in your store or local, highlighting works that reflect your values ​​or your history.
- Collaborate with an artist for the creation of unique frescoes or sets in your place of sale.
Create limited editions
It offers limited series products, cooked with artists. For example, an artisanal bakery can collaborate with a photographer to design a calendar or a clothing brand can invite a street artist to create a capsule collection.
Support artistic projects
Combine your brand with cultural or artistic events by sponsoring them or actively participating. This strengthens your image while helping to promote art in your region.
Exploit digital and social networks
Artketing also integrates very well in digital campaigns. For example :
- He collaborates with an artist to create exclusive content on social networks (illustrations, videos, animations).
- Organize competitions to encourage your audience to produce and share your own creations related to your brand (content generated by users).
4. The benefits of an gadget strategy
The integration of art into its marketing allows:
- To highlight In a competitive panorama.
- To increase your notoriety Thanks to memorable campaigns.
- To strengthen the participation of your audiencethat feels valued and inspired.
- To communicate your values Associating its brand with a cultural or social approach.
Artsketing is a great opportunity for brands to create memorable and emotional experiences. Whether it is a large company or a small structure, the Artistic collaborations Offer infinite possibilities to highlight and involve your audience. By focusing on authenticity, creativity and human relationships, you can integrate this approach to your campaigns in an accessible and efficient way.
If you want to explore the possibilities offered by Artketing for your business, Kozman's team is at your disposal to support her projects!
The article Artseting: When Art Meets Marketing appeared first in Kozman: Marketing and Communication.
