To leverage TikTok as a high growth potential channel to grow brand equity with a new demographic & establish market dominance over our competitors in the space.
To share original, educational, and entertaining content, providing the TikTok audience an insight into the happenings of our business; a world leading auction house.
We set out to surpass Arts organizations in following (over 80k followers)
We formally launched our TikTok channel in February of 2022. Our strategy for this channel was to focus primarily on creating organically produced content that felt native to the channel within 2 main categories:
Share “extraordinary objects” Christie’s was selling
To give a behind-the-scenes look into the day-to-day at Christie’s
It was difficult to fit our content into the TikTok culture while maintaining the elevated feel of the Christie’s brand. Overall, we found the sweet spot through extraordinary objects while humanizing the brand through pairing BTS content with trending sounds.
The result was that by December 2022 the TikTok account reached over 100k followers.
We also garnered over 13M video views through 2022. Additionally, we posted 2 “viral videos” with over 1M views.
