Ewbank's are one of the UK's premier Sports & Entertainment Memorabilia auctioneers, also specialising in Antiques, Fine Art, Jewellery, Silver, Clocks, Watches and Instruments, Fine Art, Ceramics, Antique Furniture and Works of Art. Find out what happened when their Sports & Entertainment Memorabilia department gave us a call about promoting an upcoming auction of Gerry Anderson models.
When the Sports & Entertainment Memorabilia department of premier antiques and fine art auctioneers Ewbank's wanted to work with us ahead of an upcoming auction, there’s no way we’d say no.
They were looking to launch a cross-platform marketing campaign for an upcoming auction. The focus point of the auction was an archive of models, props, scenery and scripts associated with the work of supermarionation legend Gerry Anderson – including items from Terrahawks, Thunderbirds and Captain Scarlet.
We worked with them to create an effective strategy to drive geo-targeted users to their website, alongside the creation and design of some bespoke dynamic content to enable them to stand out from other auction campaigns across social media and other platforms.
We know that when you’re scrolling through social media, you can often miss things in a moment. That’s why Ewbank’s were assigned a curated team of creatives and marketers. Through creative brainstorming sessions, the decision was made to focus on capturing the imagination of fans of Terrahawks and Thunderbirds to drive them to the website and increase consignment enquiries. Using items from the auction itself – such as the Captain Ochre puppet head and the Battlehawk ship – cross-platform promotional graphics were designed in the style of Terrahawks to catch the audience’s attention.
Through continuous cycles of consultancy with Ewbank’s, it was clear that driving meaningful conversions to their website was at the top of their list. Our digital marketing experts worked closely with them to create an effective Google Ads strategy.
Focusing on driving geo-targeted users to the website to submit valuations and make consignment enquiries, a comprehensive keyword strategy was implemented using tools such as Moz Pro and Raven Tools. By understanding the right keywords, we were able to build highly targeted ad groups to improve and increase conversions.
With their marketing fan-focused and keywords optimised, Ewbank’s saw the auction take over £200,000 with many of the items doubling their estimates. Through carefully targeting groups of fans and collectors, meaningful conversions were created, setting Ewbank’s apart from other auction houses in the entertainment memorabilia sector.
Just like in digital marketing, the work in auctioneering is never done. That’s why we’re continuing to work with Ewbank’s, supporting them with redesigning their user journeys.