A.I. Friedman - Firebrand Group
A.I. Friedman

The Challenge

A.I. Friedman, one of New York’s leading art supplies retailers, needed a way to connect with its existing online community of artists, while acquiring new fans along the way. Founded in 1929, the brand beloved by creative types brought Firebrand Group in to overhaul its social media and email marketing strategies. After all, it’s not just about the Likes—it’s about the Love.

The Work

Firebrand drafted a plan to refocus A.I. Friedman’s efforts around its geographic strongholds and created vibrant content and experiences to excite the target audience, focusing on engagement among prospects most likely to purchase. We designed and executed an “Artist of the Month”series, a monthly reoccurring contest with unique themes, encouraging the community to share their artwork in exchange for social love, giveaways, and perks from A.I. Friedman.

The Results

If we create and measure impressions, does that make us Impressionists? Whatever you call us, over a 5-month period, we increased:

  • Interactions by 288%
  • Conversations with unique users by 310%
  • Overall reach by 95%


November 6, 2013