FRIEZE 91
An innovative approach to positioning, content, targeting and lead-gen to grow a global cultural community
THE PROJECT.
Frieze 91 is a premium, paid membership product from contemporary art platform Frieze, designed to build a global community of culturally curious members through unparalleled access to artists, events, and exclusive experiences around the Frieze art fairs.
In late 2023, Frieze’s membership team set a clear commercial goal: to grow Frieze 91 by generating more inbound leads - with a specific focus on two segments; A B2C segment of people starting their journey into contemporary art and a B2B segment of corporates.
THE OBJECTIVE.
We were brought in to bring clarity to Frieze 91’s positioning and performance strategy - ensuring the team could market the programme effectively, efficiently and with full alignment across content, brand and lead-generation.
THE APPROACH.
Phase one: Audience Insight
We started by building a clearer understanding of what motivates - and deters - prospective members from joining.
Designed and deployed a short survey to non-members in target segments
Conducted qualitative interviews to capture deeper behavioural insight
Explored existing drop-off points and blockers in the membership journey
This enabled us to validate Frieze 91’s current value proposition and surface opportunities for change - particularly in how the proposition could be articulated and promoted in innovative and creative ways to reach, engage and convert new and non-traditional audiences.
Phase two: Competitive and category review
We explored a wide range of adjacent products - from philanthropic networks to luxury membership programmes - to better understand how Frieze 91 compared on benefits, motivations and messaging.
This created a clear landscape view of how different organisations are currently marketing exclusivity, access, and identity - and where Frieze could cut through.
Phase three: Strategic workshops
We led a series of focused workshops with Frieze’s core membership, content and partnership teams - working through our research and insight to align on:
optimised messaging for the key audience segments
Frieze 91’s differentiated role in the broader Frieze ecosystem
Clear priorities for growth across product, brand and lead-gen.
Phase three: Go-to-market playbook
We built a practical, strategic playbook - giving the team a clear roadmap for marketing and lead generation in 2024 and beyond.
The playbook included:
Audience-specific messaging frameworks
Content formats and comms themes
A strategy for engaging and activating micro-influencers
Introduction of AI-supported member identification, targeting and lead generation
Key campaign and partnership ideas to test and scale
Guidance on internal workflows and KPIs
THE OUTCOME.
The team at Frieze are now applying the playbook to take Frieze 91 forward - with a validated value proposition, targeted messaging, and a clear plan to target and convert future high-value members.
We will continue to support with check-ins, helping the team iterate and optimise the approach as the programme grows.
KEY OUTPUTS.
Workshop facilitation and internal alignment
New audience insights
Updated competitor and category landscape mapping
Revised messaging and proposition frameworks
Incorporating innovative AI tools to identify, profile and target potential new members
Strategic playbook for implementation (content, targeting, activation)