CONTENT STRATEGY - KUNSTMAAND AMELAND

Ameland Art Month (Kunstmaand Ameland) struggled to stand out in the awareness stage due to generic content and a disconnect with its target audience. Through quantitative and qualitative research, we discovered that visitors crave deeper, meaningful connections with art—valuing inner reflection and the stories behind the artwork over surface-level visuals.

Based on these insights we chose for the domain "Reflecting with Art" and concept "Taking a Break from Reality with Art"—offering a unique, mindful positioning to art content that fits Ameland's atmoshpere.

Rough visualisations of what the content may look like was provided to make the concept more concrete realise

The Steps

1. DEFINING THE PROBLEM

The challenge of Ameland Art Month's content lay in the awareness stage — the content failed to stand out for the desired target audience. A content audit revealed initial insights into why this might be the case, looking at factors such as tone of voice, formats used, and the substance of the content itself.

2. RESEARCH

We conducted a survey to identify the target audience's core values, personality traits, and media consumption habits, helping us build a clear persona. To dive deeper, we followed up with qualitative interviews to explore what drives them to attend art events and engage with artwork.

The research revealed that the target audience is primarily motivated by internal and cognitive experiences. They value deep engagement—seeking inner reflection and wanting to learn the story and creative process behind each artwork, rather than engaging in surface-level consumption.

3. CONTENT DOMAIN & ANGLE

By combining brand identity, expertise, and audience research, we established the content domain "Reflecting with Art," which promotes mindful consumption and self-reflection. The creative concept, "Taking a Break from Reality with Art," positions content as a guide for reflection, leveraging the island's isolated environment to create a peaceful escape. This differentiates Kunstmaand Ameland from competitors who focus solely on showcasing artists and artworks.

What was delivered 

  • Content audit 
  • Persona
  • Customer journey
  • Environment analysis: Brand, competitor, and macro-environment analysis
  • Content domain & Creative concept: What the brand should talk about in their content - research based & fit for the brand
  • Content examples: Prototypes for what the content could look like

A snippet from the content audit which revealed the current content was focusing too much on the "What" -the product itself- and not enough on the "Why"- what the brand really stands for, what their mission is.