Gallerix is a Swedish retail chain selling wall art, prints, photographic art, paintings and frames. Stores includes a framing department where Gallerix provide a full framing service for customers’ own art.
Gallerix needed to shift their brand perception from supplier of mass-produced prints to an inspiring home of unique and highly individual artwork, elevating the brand’s status and creating greater emotional engagement with customers.
This called for a brand campaign to be delivered via social media.
The target audience
18 to 40 year-old interior-design aficionados, with particular focus on urban dwelling women.
- To quickly obtain followers to Gallerix’s newly started Instagram account.
- To growth the account by a further 1 000 followers during the 1-month campaign period.
- To elevate Gallerix’s positioning as the go-to for wall art inspiration and purchase.
Jung von Matt created the concept “Sweden’s Most Beautiful Wall”. It launched with an Instagram competition in collaboration with design guru Frida Ramstedt - the inspiration and driving force behind Trendenser, the most influential interior-design blog in the Nordics.
About 14,000 design-hungry Scandinavians visit Trendenser every day, heavily weighted towards Sweden women. Attracting c. 205,000 unique visitors a month, the blog is a strong match with our target audience and Frida herself is one of the most credible, inspirational influencers in this space.
The contest challenged Gallerix’s target audience to create Sweden’s Most Beautiful Wall, posting pictures with the hashtag #VackrasteVäggen (#MostBeautifulWall) and following @GallerixSverige for the chance to win a Gallerix gift card worth 5 000 SEK.
The campaign launched with a full one-week Instagram takeover by Frida Ramstedt posting pictures, applauding entries and interacting with Gallerix followers. The campaign received paid and organic amplification In Frida’s own (and very sizeable) social media channels.
Frida also led the competition jury, handpicking Sweden’s 10 Most Beautiful Walls, to the delight of the entrants.
The campaign generated 1 600 new Instagram followers in just one month, exceeding our target by over 60%.
Above-target volumes of entrants, who actively engaged with the Gallerix brand.
The “Frida Effect” had an extremely positive impact on the brand, elevating Gallerix to a credible source of wall art inspiration, with many new customers discovering both the brand and our products as a direct result of the Trendenser x Gallerix collaboration.