Sotheby’s: Connect with China’s new generation of consumers through storytelling

Sotheby's, a broker, launched a campaign in China to build an image that appealed to younger generations, raised awareness and interest, and expanded the audience base.

Background

Goals

Riding on the economic development in mainland China, Sotheby's, the world's leading auction house, is in urgent need to expand mainland China business.

The goals are to...

  • Build a positive image in the mainland China market
  • Build awareness among consumers regarding Sotheby's multi-category offerings
  • Attract more consumers to pay attention to and participate in Sotheby's auctions.
Strengths & Weaknesses

(Mainland China Communications)

Strengths: A rich legacy, acknowledged reputation, abundant offerings on auction categories / lots, exceptional sales achievements.

Weaknesses: "Old-fashioned", "selling old antiques and ancient paintings", "expensive" and "only the richest people's game" - these are the...

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