PhotoChannel Networks Inc. established a new Internet destination for photography content, community and commerce – providing ‘shutterbugs’ with overnight digital photofinishing, online photo albums, and shopping for photo equipment. To quickly create awareness and establish dominant mind share with PhotoChannel’s target audience in North America, NextPhase was contracted to produce and place an advertising campaign in targeted media.
Starting with an in-depth research / analysis of the competition’s advertising strategies and online offerings, NextPhase worked closely with PhotoChannel management in defining objectives. The result was a witty ad campaign that grabbed market attention and drove traffic to PhotoChannel.com. Once there, the site hooked visitors with sell-in of online opportunities. The ad campaign targeted the four key demographics – teens, young adults, adult males and adult females.
Appearing in major North American photo, business and technology magazines, the ads racked up over 10 million gross impressions with a total audience of 32.5 million comprising of prime target market segments. The number of registered users went from 3,000 to over 116,000. “We were impressed how quickly NextPhase was able to understand our value proposition and find an out-of-the-box way of communicating user benefits”, said Geoff Briant, President of PhotoChannel. “The advertising worked beyond our wildest dreams. We even secured a select number of strategic partners as a direct result of the ad campaign.”