UP Case Study: No Strings Attached, An EAZL Project

No Strings Attached, an EAZL project, brought together some of the biggest artists in music for a unique creative project in partnership with mental health charity Retune, and the global guitar brand Gibson’s own charity, Gibson Gives. Each participating artist created an original artwork on the soundboard of an iconic Gibson J-45 acoustic guitar. Framed alongside scratch plates signed by the artists, the soundboard artworks were exhibited in central London before being sold in a global online auction.

Location

Sector

Non-Profit

Service

Social Media

The solution

UP THERE, EVERYWHERE executed a comprehensive transformation of EAZL's social media presence for their "No Strings Attached" charity art auction. Our team refined EAZL's social profiles, orchestrated compelling teaser campaigns, and collaborated with influential artists such as Mick Hucknall, Boy George and Coldplay, who had contributed artwork to the auction.

In addition to optimizing EAZL's existing social channels, we established a new Facebook page, YouTube channel and LinkedIn business page for enhanced communication. Detailed data insights were shared with EAZL for informed decision-making in future endeavours. Our approach reinvigorated EAZL's online digital presence and facilitated successful engagement and fundraising outcomes.

Our team followed the BASE-UP model to execute the campaign. Learn more about it here.

The Results

The No Strings Attached online auction raised over £20,000 for charities Gibson Gives and Retune Wellbeing.

Our social media outreach encompassed 156,803 Instagram accounts, with 111K reached through Instagram reels and 69.8k through main feed posts.

We created collaborative Instagram Reels with many of the artists, notably Mick Hucknall of Simply Red and Boy George gained the highest engagement. A memorable highlight was Coldplay sharing our story asset with their 25 million followers.

Comprehensive data insights were shared with the EAZL team for strategic application in their upcoming projects.