During 6 years, Swedish photographer Martin Adolfsson traveled to Bangkok, Shanghai, Bangalore, Cairo, Moscow, Johannesburg, São Paulo and Mexico City to document the shift of identity among the new upper middle classes in emerging economies. Martin’s goal was to produce a book about the project.
In 2012, Santuario New York helped him bring this to life.
Santuario believed that Martin’s theory was powerful and provoking, and wanted to expand his audience beyond the art and photography community. Santuario’s overarching strategy was to primarily target scholars and people interested in topics such as architecture, globalization, social behavior and economy to vouch for his project’s freshness, consistency and depth. Given the aesthetic value of Martin’s work, the pop-culture influencers would organically generate the buzz.
Santuario revamped Martin’s online presence and created a social media and blogger outreach campaign to raise awareness of his book project, developing the social media content calendar according to an overarching message and Martin’s personal brand, optimizing his posts and identifying key social influencers to leverage and amplify the Suburbia Gone Wild story on a global scale.
In January 2013, Santuario and Martin finally launched a Kickstarter campaign to raise funds for printing the book. Santuario developed the campaign video, implemented an email marketing best practices, and helped him craft the storytelling of his project – also used as a guide for Martin during his talks and workshops.
The Kickstarter project was successfully funded 30 days after the campaign launch. Martin and Santuario achieved outstanding results, having his campaign and book mentioned on Trendland, The Atlantic, London School of Economics blog, and RT by influencers like Richard Florida. This partnership also resulted in more stories to tell during his talks at Apple Store Soho on independent publishing and creative processes, as well as during talks and workshops he conducted at Fabrica and Domus Academy, in Italy. Martin’s following base has been growing since this partnership began, as well book sales and invitation to talk at important schools and cultural institutions.
Learn more about Suburbia Gone Wild book here.
Follow Martin on twitter to see what he is up to.