THE CLIENTEoin OConnor Art
Eoin O’Connor is one of Ireland’s leading contemporary artists, known for his bold use of colour and dynamic perspective. With over 25 years of experience, his work spans seascapes, rural landscapes, and his renowned animal portraits. His career highlights include international exhibitions, a portrait of Daniel Day-Lewis for the premiere of Lincoln, and a commission with Converse. Today, his collections include originals, prints, and a homeware range with Tipperary Crystal, attracting art lovers from Ireland to the U.S. and beyond.
THE PROBLEMWhat Did They Need Help With?
Eoin O’Connor Art wanted to scale sales online and expand into new markets, particularly the U.S., while maintaining the premium positioning of originals. The goal was to:
Raise brand awareness beyond Ireland.
Drive conversions across both originals and prints.
Use advertising that reflected the aspirational lifestyle his work evokes.
THE SOLUTION What We Did.
ERA developed a multi-channel paid media strategy tailored to both awareness and conversion goals:
Pinterest Expansion → Introduced Pinterest as a new paid channel, positioning Eoin’s work where users actively build moodboards for home renovation projects and aspirational spaces. With 85% of Pinterest users planning major home projects on the platform, this move placed the art at the heart of design decisions — exactly when buyers are envisioning what belongs in their future spaces.
Originals → Positioned as timeless investments (“Forever Paintings for Your Forever Home”), promoted to high-net-worth audiences on META, LinkedIn, Pinterest, and Google Display.
Prints → Always-on conversion campaigns leveraged carousel ads, dynamic creatives, and remarketing to capture consistent sales.
U.S. Expansion → Campaigns like “A Piece of Ireland” tapped into Irish heritage and diaspora audiences, particularly in the U.S., by blending storytelling with vibrant visuals.
Seasonal Campaigns → Timely activations layered urgency and lifestyle positioning to boost engagement and sales.
Creative Direction → Campaigns combined carousels, reels, and static imagery, with a focus on showcasing Eoin’s work in both aspirational luxury settings and relatable home environments. Seasonal concepts layered storytelling and urgency, while heritage-led campaigns tapped into emotional connection for U.S. audiences.
THE RESULTSHere’s What Changed.
Successfully positioned Eoin O’Connor’s originals as premium, aspirational investments while driving consistent conversions for prints.
Scaled awareness in the U.S. market through heritage-led campaigns that resonated emotionally with Irish-American audiences.
Seasonal campaigns created spikes in sales and anticipation, supported by above-industry-standard email open rates (45%+).
Ad rankings consistently scored above average across META, Pinterest, and LinkedIn — a signal of strong creative performance and audience fit.
Expanded reach by establishing a presence on Pinterest — a platform where users not only curate moodboards but also plan purchases for renovations and redecorating. By entering this space (where nearly half of U.S. users earn over $100K), Eoin’s work was introduced to an affluent, design-conscious audience at the exact stage they’re planning homes that will need art.
THE NUMBERS The Metrics That Matter
Awareness campaigns reached 200K+ high-net-worth users per launch
Always-on print campaigns delivered: 493K impressions, 3,143 link clicks, 373 add-to-cart actions
U.S. “Irish Landscapes” campaign achieved 265K impressions and over 15K engagements