Leica Camera
Leica Camera at photokina
Category:
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26%
increase in Instagram followers
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2.6M
organic impressions on Twitter
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2x
increase in Facebook fans
About
the Client
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.
The Challenge
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.
Our Solution
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.
Key elements included:
Social media live coverage:
Covered the event news across platforms – Facebook, Twitter, Instagram, G+, Flickr, and Pinterest.
Daily live Twitter chats:
Planned, organized, and hosted daily, live Twitter chats with exhibiting Leica photographers.Created content for the Leica Camera Blog:
Conducted interviews prior to and at the event in partnership with exhibiting Leica photographers.
Product announcements:
Prepared and published product announcements on social, and coordinated with various country managers to propagate the news throughout Leica’s network.
Daily Instagram giveaway:
Developed a giveaway to incentivize photokina attendees to get visit and share images of the Leica booth and gallery on Instagram.
Instagram ambassador coverage:
Organized and managed five key Instagram influencers to document and share Leica’s presence at Photokina.
#DasWesentliche:
Strategized and propagated use of the official hashtag.
Landing page:
Developed the dedicated Photokina landing page as a dedicated social hub in conjunction with Tagboard pages for the official hashtag #DasWentliche.
Results
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.
Surpassed 40,000 followers on Leica Camera’s Instagram account:
This 26.34% increase was the largest spike in number of followers since Leica started publishing on the account.
Views spiked on Flickr:
The biggest spike of 155K views during photokina was four times the amount of views compared to average day from the previous month.
Largest Facebook fan spike of 2014:
Facebook saw the largest single-day spike of fan growth for 2014 gaining 1K new likes, double the second highest day.
Increase in video views:
Vimeo saw 280K total loads and 39K total plays.
Surpassed 100,000 followers on Twitter:
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.