Art logistics | Targeting Development & LinkedIn Ad Campaign

Fine Art Shippers is a family-owned company specializing in art logistics. They provide a full range of art pick-up and white glove delivery services across America and to any country worldwide. The company's niche involves the secure transportation of highly valuable and oversized art installations, antiques, and other artworks, often requiring specialized equipment and handling.


The target audience is primarily B2B, including collectors, owners of art installations, galleries, auction houses, museums, and antique shops. Specific professional roles targeted include Curators, Gallerists, Gallery Directors, Museum Registrars, and Executive Assistants.


The primary objectives for this advertising campaign were lead generation and driving website traffic to engage potential clients seeking reliable and specialized art transportation services.
Solution
The strategy involved developing a robust targeting approach specifically for LinkedIn advertising to reach Fine Art Shippers' professional B2B audience. A segmented approach was implemented to address different audience groups and campaign goals.

Audience Segmentation and Targeting Logic: Based on the client brief and market analysis, three distinct audience segments were defined for LinkedIn:

Users 25-34 years, residing in the USA: Targeted as professionals actively seeking reliable companies for valuable art transportation over long distances.
Users 35-55+ years, residing in the USA: Targeted as experienced professionals with similar needs for secure art logistics.
Lookalike audience (25-55+ years, residing in the USA): Created based on the profiles of existing company clients to expand reach to similar high-potential individuals.