ARTDOM Riyadh is an international design and collectible art fair created to connect premium brands, galleries, designers, and cultural voices in one of the region’s fastest-growing creative markets. Staged in Riyadh, the project was designed as both a high-profile public event and a strategic platform for design-led dialogue, brand visibility, and industry networking. Encore was brought in to help shape the exhibition’s presence in the market, strengthen its communication strategy, and build awareness among audiences across Saudi Arabia and the wider MENA region.
ARTDOM Riyadh
Marketing campaign for an international design exhibition in Riyadh.
About case
Client
ARTDOM Riyadh Art & Design Congress
Category
Before our involvement, key challenges included:
- Attracting a professional audience of architects, designers, developers, and industry leaders.
- Driving registrations and ensuring high-quality visitor traffic.
- Building ARTDOM’s digital presence and Instagram audience before the event.
- Establishing partnerships and influencer collaborations to increase cultural relevance and organic reach in the Saudi market.
Our Goal:
- Attracting a professional audience of architects, designers, developers, and industry leaders.
- Driving registrations and ensuring high-quality visitor traffic.
- Building ARTDOM’s digital presence and Instagram audience before the event.
- Establishing partnerships and influencer collaborations to increase cultural relevance and organic reach in the Saudi market.
What We Did:
1 – Integrated Digital Marketing
- Built a multi-channel digital ecosystem combining Meta Ads, influencer marketing, social media management, and strategic partnerships.
- Created and tested more than 45 advertising groups with multilingual creatives (English and Arabic), optimizing campaigns across different MENA markets.
- Implemented precise audience segmentation by country, profession, interests, and age to reach architects, designers, and lifestyle audiences.
2 – Lead Generation & Conversion
- Designed and optimized the full lead generation funnel from Instagram traffic to website registrations.
- Implemented an Instagram DM chatbot providing instant event information and registration links, significantly improving conversion rates.
- Activated remarketing campaigns targeting users who engaged with the event but had not yet registered.
3 – Influencer & Partnership Strategy
- Developed the influencer positioning strategy for the Saudi market, identifying key voices in architecture, design, fashion, and lifestyle.
- Built and managed a pool of 25+ influencers, prioritizing authentic organic content rather than paid placements — a critical factor in the Saudi market.
- Executed end-to-end influencer activations including briefing, scheduling, on-site coordination, and content supervision.
4 – Strategic Collaborations
- Established partnerships with industry platforms and lifestyle brands including Archinet, Blacklane, and Riyadh Edit.
- Delivered cross-posting campaigns, expert talks, on-site activations, and post-event media coverage.
5 – Last-Mile Engagement
Implemented WhatsApp remarketing campaigns targeting registered attendees in the final days before the event to maximize attendance.
Results & Impact
Event Registrations
Over 6,000 registrations achieved, significantly exceeding the initial target of 4,000 professional visitors from the architecture, design, and lifestyle industries.
Digital Reach
The campaign generated 2M+ unique reach and 6.9M impressions across digital channels, building strong visibility for ARTDOM across Saudi Arabia and the wider MENA region.
Audience Growth
ARTDOM’s Instagram account grew to 8,385 followers, driven by influencer collaborations, strategic content distribution, and organic audience engagement.
Cost-Efficient Lead Generation
The campaign achieved an average CPL below $4, with Saudi Arabia delivering the highest quality and most cost-efficient registrations.