The art of effectiveness

IPA Effectiveness Awards Case Study 2018

In early 2016, Art Fund was in a healthy position. Revenue had almost doubled in five years and the charity's membership had never been higher. This success changed expectations and a target of a 30% increase in new members was set. Underlying trends made this daunting. A new strategy was developed to highlight the emotions art can inspire. By adding films and podcasts to its media mix, the brand was able to tell richer stories. Following the change in approach, there was a record 44% increase in members, £12.5m of new revenue from members, and a profit return of approximately £2 for every £1 invested.

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This campaign has convinced us of the power of emotional advertising to influence attitudes and behaviour. We are now investing more in channels and formats that allow us to explore the emotional impact of a National Art Pass, not just its more rational features and benefits. Art Fund is committed to effectiveness and this paper is our third IPA Effectiveness paper in the past 6 years. We are always improving our understanding of how different parts of the marketing mix work and how we can measure their impact over time.

Carolyn Young, Director of Marketing
Art Fund

Winners 2018

Bronze Winner


The art of effectiveness


National Art Pass


Art Fund


MullenLowe London

Principal Authors

  • Joe Smith - MullenLowe London

Contributing Authors

  • Jane Dorsett - MullenLowe Group
  • Luke Stockil - MullenLowe London

Credited Companies

  • Art Fund - Brand/Client
  • the7stars - Media

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