Fall Down Ottawa Exclusive venue for Artists and trendy kids

1. FALL DOWN GALLERY CASE STUDY
The Fall Down Gallery opened recently in Downtown Ottawa around Bank and SomersetStreet. The gallery
features manyArt pieces by local and international artists,clothing by local designers,skate,apparel,shoes
and much more.To increase the notoriety of its works,the Society of Revellers Agency launched a social
networking campaign thatsignificantlyincreased the gallery’s brand notorietyand presence online.
CONTEXT
Social Media is often a part of campaigns thataim to reach a high volume of Web users. Nonetheless,the
tactics used to keep the initiative alive are usuallylargely, if not totally, supported by media placements
versus by social components.In contrast, our concept was 90% supported bysocial tactics that were real
and credible to users.
SOLUTION
How do you create fun and interactive conversational capital for an art gallery that justopened? The answer:
Art is Life. This contestinvited the public to submitphotos,pieces ofartor names oflocal artists,activities
that they would like to see at an art show to earn a chance to win various prizes,which were awarded to
those who got the mostvotes. One of the social components we used consisted in inviting the public to
leave comments, joining the event/contestpage and using the hash tag #Artislife.Those are elements which
greatly aided the viral and interactive aspectof the contest.
Our team implemented a series oftactics and strategies aimed atfacilitating exchanges,conversations and
contestentries via social networks and receptive content ambassadors.
RETURNS
The returns of this Social Media Optimization (SMO) initiative exceeded our expectations.In a little over 20
days, the gallery gained more visibilityonline and buzz around the city of Ottawa. All the way up to the
launch of our official website, www.sorevellers.com,we generated more than 400 dailyvisits, some 75
comments and over 60 contest entries.
The nucleus ofthe visibility even spread beyond online social networks to Ottawa mass media (TV, radio,
news sites,blogs...).The media returns surpassed the costofthe initial investmentand exceeded all
campaign objectives.
CONCLUSION
This is a great example of the type of conversational capital thatcan be generated on the Internet through a
creative and strategicallyexecuted viral campaign.Of course,a campaign ofthis sortwill only pay dividends
if the right approach and the right people are used to strategicallyplan,execute and implementit.
Testimonials:
“Society of Revellers has put together a great online campaign that yielded amazing results
and brought more awareness about our gallery. Weare looking forwardto workwith the
Revellers team again in the near future.”
Robbie Lariviere, Co-Ownerof Fall DownGallery