Case Study · Home & Lifestyle
Helm & Oar — Earth Day Collection
Turned sustainability into a sales driver — values-led creative, timed to the cultural moment.
Client
Helm & Oar
Industry
Home & Lifestyle
Channel
Meta Ads
Services
Creative Strategy · Paid Social
The Challenge
Sell art, and mean something
Helm & Oar is a lifestyle fine-art gallery: framed prints inspired by the natural world, with sustainability at its core. In a saturated wall-art market, discounting alone wouldn’t cut through — and it would erode the brand. The objective was commercial and brand at once: grow paid-social revenue profitably while deepening the emotional connection that justifies a premium.
The opportunity was a real cultural shift — people, post-pandemic, increasingly buying on values, not just taste.
The Customer
People bringing nature back indoors
Social listening and review mining pointed to a values-led buyer: urban, a little starved of nature, who wants their home to say something. The barrier wasn’t price — it was permission. Art can feel indulgent, and “sustainable” claims can feel hollow.
“Nadia”, 34 — urban renter
Driver: wants calm and a bit of nature in a city flat that feels like hers.
Hesitation: nice art feels like an indulgence she should justify.
Job to be done: a piece that’s beautiful and stands for something.
“Tom”, 45 — homeowner
Driver: wants to elevate his space and back brands that share his values.
Hesitation: wary of greenwashing — sustainability has to be real.
Job to be done: art that’s genuinely purposeful, not just on-trend.
The Angles
Make purpose feel personal
Core message: rewild your home — bring the natural world back into the everyday.
- Rewild your home (winner) — the emotional pull of reconnecting with nature inside city walls.
- Purpose with proof — each purchase supports both wellbeing and the planet, said plainly.
- Art in situ — framed prints styled into real, aspirational interiors, not floating on white.
- Earth Day moment — a 25% offer that added urgency without cheapening the brand.
The Creative
Walls into portals
The Earth Day Collection turned walls into portals to the natural world. Carousels placed framed prints in warm, lifestyle-led interiors — ambient light, real rooms — so the work felt aspirational and attainable at once. Purpose-led copy carried the narrative: a creative journey of reconnection, where buying beautiful also did some good. Emotional, but grounded.
The Approach
Let the data pick the format
Creative analysis showed carousels — especially statics with visible frames in styled rooms — consistently beat motion-heavy formats. Social listening confirmed the values-over-possessions shift. We timed the push to Earth Day, the one moment where the brand’s purpose and the audience’s mood lined up exactly, then iterated composition, copy tone and sequencing until every carousel told one cohesive story.
The Results
Values-driven creative, paired with disciplined optimisation, delivered record efficiency and deeper brand connection in the same campaign.
+150% ROAS
Year on year.
−59% CPA
Record efficiency, year on year.
+113% CTR
Year on year.
The Takeaway
When brand purpose meets emotional clarity, performance follows. Helm & Oar turned sustainability from a tagline into a sales driver — proof that values-led creative and disciplined optimisation beat either alone.
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Chris Hallam 