Leica Camera at photokina
increase in Instagram followers
organic impressions on Twitter
increase in Facebook fans
Leica Camera AG is an internationally operating, premium-segment manufacturer of cameras and sport optics products. The legendary status of the Leica brand is founded on a long tradition of excellence in the construction of lenses and optical devices.
In 1925, Oskar Barnack developed a small format 35mm camera that would revolutionize photography. Since then, Leica has developed innovative instruments that afford a unique seeing experience, and has had a profound influence on our view of the world we live in.
Every two years there is one focal point in this sector: photokina, the world’s leading imaging fair. Photokina brings together the industry, trade, professional users, and end consumers with a passion for photography — in a way no other event can match.
Leica wanted to build anticipation around the event and called on Sociality Squared to raise awareness, build community, and engage more followers preceding Photokina through an expertly constructed social media plan.
Joining 1,158 exhibitors from 41 countries and more than 6,300 journalists from 73 countries, Leica knew it was in the right place to celebrate 100 years of Leica photography along with the 60th anniversary of the legendary Leica M rangefinder system.
S2 took to the show floor in Germany to ensure Leica was well-represented and top of mind on social media. The fully executed, integrated plan spanned across Facebook, Twitter, Instagram, G+, the Leica blog, Flickr, Pinterest, Vimeo, and YouTube with live, up-to-date coverage. A host of Twitter chats, giveaways, and product announcements kept Leica relevant and the community engaged at and those participating online at Photokina.
Leica’s online community saw significant growth throughout the activation across key channels including Instagram, Facebook, and Twitter. Additionally, millions of people were reached. Although Leica has a smaller market share in the photography industry, Sociality Squared helped make Leica one of the biggest winners coming out of photokina when it came to share of voice.
Vimeo saw 280K total loads and 39K total plays.
Tweets spiked around photokina and generated 2.1 million impressions, averaging 76,000 impressions per day for posts Leica Camera published, generating 290% more impressions than the previous 28-day period.