Catawiki’s Asian Art and Classical Art categories have a problem that isn’t obvious at first. Demand isn’t really the issue. The people most likely to buy just don’t see themselves as buyers yet. This business case is my answer to that.

In the slides below, I walk through the full strategy. I diagnose why these categories are underperforming, build two audience personas around what actually drives a first time art buyer, and develop “Owned by History,” a campaign concept that turns provenance and object storytelling into the hook. From there it moves into a full activation plan across an 8 week timeline, a KPI dashboard with target and stretch goals, and a plan for how I’d sequence spend if the budget came in lower than expected.

This isn’t a moodboard. It’s how I’d actually run the campaign, including the thinking, the trade offs, and the numbers behind the creative.