Niio

The Niio platform is revolutionary in the digital art sphere, hosting more than 13,000 artworks and with major partners including Hilton Hotels, Samsung, Marriot Hotels and Phillips. However, Niio was still relatively unknown to much of the international media, owing to focusing primarily on the B2B market before 2020.

Our challenge was twofold: to raise the profile of Niio with a broader consumer audience, helping to drive art-lovers to the Niio website, and to secure meaningful and enriching coverage that clearly explained the Niio concept, and the exciting direction the business is heading in. Given that Niio is an international business, we needed to ensure that we achieved results in titles that reflected its international audience.

As the reality of the COVID-19 pandemic began to bite, artistic institutions across the globe were forced to close, leaving artists out of work, and consumers without their cultural fix. In response to this, Niio decided to launch Niio Art for Zoom, a collection of more than 40 moving image artworks that were free to download as Zoom backgrounds for consumers.

It quickly became apparent that while the Niio platform was incredibly exciting and streets ahead of any competitors, the notion of digital art was unfamiliar to most journalists. We used the Zoom backgrounds as a hook, and as the perfect entry point for journalists, demonstrating how Niio’s technology can be applied, and giving a tantalising glimpse into the global potential of digital art. In Niio CEO Rob Anders, we had the perfect voice to take that message far and wide in a tone that excited the media.