How do you connect a brand with a strong community to its online sales?

About Clown.art

Clown.art is the drawing supplies brand created by BaggyDessine: products designed by an artist for young creatives, alongside an online school (Clown.School) and a community of 5+ million followers. The awareness was there. But a massive audience does not make revenue: the challenge was not to become known, it was to build the missing commercial engine to convert that audience into sales.

Another challenge: a brand that young creatives want, but whose purchase is often decided by their parents. It had to speak to both: keep the desire alive in the community, reassure the parents, without ever betraying the spirit of the brand.

It all began with a one-off assignment: the Christmas campaign. It worked so well that the collaboration expanded, channel after channel, until it covered all of the brand's marketing. The need was not "an agency that runs ads", but a marketing leadership able to orchestrate everything without the founder having to build an in-house team.

The challenges

The setup

The setup

Four pillars of complete marketing leadership: management decisions, multichannel acquisition, retention and community, and the website.

1. 01

   Complete marketing management (CMO role)

   The heart of the engagement: we act as Clown.art's marketing department. Decisions, channel management, budget allocation, brand consistency: the function of a CMO without the cost or delay of an in-house hire. That is what sets this collaboration apart from a standard agency service.

   
2. 02

   Multichannel acquisition

   Management of paid campaigns on Meta, TikTok and Google: creation, targeting, optimisation on performance. To reach both the community and the parents who decide on the purchase, we continuously test different creatives and angles on each channel, to identify what speaks to each audience without diluting the brand.

   
3. 03

   Retention & community: email, ambassadors, content

   Emailing and marketing automation on Klaviyo, and an ambassador programme that keeps the desire alive at the heart of the community and turns it into a growth driver. Supporting content production: the levers that turn a massive audience into loyal customers.

   
4. 04

   Website

   Creation and management of the website, designed to convert traffic into sales and tell the brand's story.

   

Before / After

What changed between a one-off assignment and complete marketing leadership.

In pictures