Art logistics | Targeting Development & LinkedIn Ad Campaign / US
Fine Art Shippers is a family-owned company specializing in art logistics. They provide a full range of art pick-up and white glove delivery services across America and to any country worldwide. The company’s niche involves the secure transportation of highly valuable and oversized art installations, antiques, and other artworks, often requiring specialized equipment and handling.
The target audience is primarily B2B, including collectors, owners of art installations, galleries, auction houses, museums, and antique shops. Specific professional roles targeted include Curators, Gallerists, Gallery Directors, Museum Registrars, and Executive Assistants.
The primary objectives for this advertising campaign were lead generation and driving website traffic to engage potential clients seeking reliable and specialized art transportation services.
Solution
The strategy involved developing a robust targeting approach specifically for LinkedIn advertising to reach Fine Art Shippers’ professional B2B audience. A segmented approach was implemented to address different audience groups and campaign goals.
Audience Segmentation and Targeting Logic: Based on the client brief and market analysis, three distinct audience segments were defined for LinkedIn:
- Users 25-34 years, residing in the USA: Targeted as professionals actively seeking reliable companies for valuable art transportation over long distances.
- Users 35-55+ years, residing in the USA: Targeted as experienced professionals with similar needs for secure art logistics.
- Lookalike audience (25-55+ years, residing in the USA): Created based on the profiles of existing company clients to expand reach to similar high-potential individuals.
Detailed Targeting Principles (LinkedIn): The following criteria were applied to precisely identify the target audience for ad delivery:
- Geography: United States of America.
- Demographics: Primarily M/F aged 25-34 and F aged 55-64, with F 45-54 being a slightly weaker segment, as identified in the initial brief. LinkedIn targeting was subsequently refined into age bands 25-34 and 35-55+.
- Professional Experience: 3 years to 12+ years of work experience.
- Company Industries: Fine Arts.
- Skills: Picture Gallery, Gallery Management, Collection Curation.
- Job Titles: A comprehensive list of professional roles was targeted, including Gallery Director, Gallery Coordinator, Gallery Manager, Exhibition Manager, Curator, Exhibition Coordinator, Event Coordinator, Representative, Project Manager, Art Gallery Owner, Gallery Associate, Executive Assistant, Auction Coordinator, and Auction Manager.
This multi-faceted segmentation and targeting strategy aimed to ensure that advertising efforts were highly relevant to the professional individuals responsible for art logistics decisions within their organizations.
Work Progress
The advertising campaign on LinkedIn was designed with two primary campaign objectives for each audience segment: Lead Generation and Website Traffic. This allowed for a focused approach to either capture direct inquiries via a lead form or drive users to explore the client’s services on their website.
Ad Formats and Creatives:
- Lead Forms: For the «Lead Generation» campaigns, a custom LinkedIn lead form was utilized.
- Headline: «We’d love to find an individual solution for you».
- Description: «Please, leave your e-mail and phone number, and answer the question».
- Questions: The form requested the prospect’s Name, Phone number, and «What is the type of art you’d like to transport?».
- Thank You Message: «Thank you. We’ll get back to you soon».
- Website Traffic: For «Traffic» campaigns, ads directed users to the Fine Art Shippers website, presumably to relevant service pages like /services/art-shuttles/.
Ad Copy Examples: The ad texts emphasized Fine Art Shippers’ reliability and comprehensive services:
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- Headlines (implied from ad text): «Do you repeatedly need a fine art shuttle?» or «Are you looking for a company to deliver fine art or antiques?».
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- Main Body: «Fine Art Shippers has been a reliable transport partner for all types of artwork since 1995. We offer a full range of art pick-up and white glove delivery services across America and any country in the world. The distance has no limits for us.».
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- Key Benefits Highlighted: Flexible Express Logistics, Installation Services, Museum-Quality Crating, Insurance and Tracking Number, Customs Brokerage, Competitive Prices with No Hidden Fees.
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- Call to Action: A compelling offer was integrated: «Get 10% OFF across multiple segmented audiences allowed for a direct comparison of performance metrics to understand the most effective approach for different goals within the LinkedIn ecosystem.
Results
The initial LinkedIn advertising campaigns ran from August 1st to August 17th. The following table summarizes the performance data:
| Campaign Name | Spent (USD) | Impressions | СPL (USD) |
| Leads | 427.87 | 9 completed lead submission | 47.54 |
Key Performance Indicators:
- Total Ad Spend: $880.14 (USD) over 17 days.
- Total Impressions: The campaigns generated a total of 32,470 impressions, indicating significant brand exposure within the targeted professional network.
- Total Clicks: A combined 294 clicks were achieved across both campaign types.
- Total conversions: 45
- Cost per Conversion (Lead, ): $19.56
