Challenge
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.
Action
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.
Results
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.”
