Bluethumb is an online art marketplace based in Australia that connects art collectors with local artists, primarily showcasing original artwork from over 20,000 emerging and established Australian artists, including many from remote Aboriginal art centers; their mission is to make original art accessible to collectors and empower Australian artists by providing a platform to sell their work directly to buyers.
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Navigating the post-COVID landscape, Bluethumb faced challenges in the home improvement category, which was gradually normalizing after the pandemic peak.
With ambitious ROAS (Return on Ad Spend) goals in mind, Bluethumb’s marketing team sought external support to enhance their capabilities without incurring the expenses of hiring for diverse industry experiences.
Digital Minds stepped in as the strategic partner Bluethumb needed. Acting as an augmentation to their team, we brought a wealth of experience across various brands and industries.
With a catalogue of over 100,000 pieces of unique art from over 10,000 separate artists, having the right ad at the right time would be crucial to success. This is where Digital Minds technical expertise around feed management and paid search campaign building was critical, allowing each artist to have their own ready to go campaign within minutes. What’s more with Bluethumbs' continued expansion, new artists will automatically be added every day.
Outside of search we have provided Bluethumb with a rigorous test and learn methodology, allowing for actionable insights that have helped grow creative output across social and scale the channel.
The Digital Minds team have also worked on building a full funnel approach through an expansion of Bluethumb’s channel mix to generate multiple touch points, this is something particularly leveraged in the build up to key sales due to the length of time it takes to consider purchasing art.
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Working towards achieving the target ROAS, Digital Minds enabled Bluethumb to increase their presence and build their brand effectively in the category whilst continuing to invest in business growth strategies.
Our team seamlessly integrated with Bluethumb’s internal processes, adopting an agile approach to the way we worked and the speed of testing and learning.
