Throughout the campaign I had to use my people skills to keep Steve and the client happy. For instance, the client wasn't happy with one of the portraits and no re-shoots had been included in Steve's contract due to his calibre. We got a flat out no at first but with some persuasion they agreed and re-shot that day. Despite all the content being shot, approved and going live within a week, I kept everything on time and it went live as planned.

With only a small PR budget we got 53 pieces of PR internationally with a circulation of 33.8 million. This was on top of Steve, and the other photographers, Instagram audiences who received the content extremely positively as it felt authentic to them. The client was really happy with the choice of talent as well as the results.

33.8M
Impressions

The Challenge

The client wanted to work with top portrait photographers for their new phone campaign. This was to position themselves as the top camera phone in the industry. They had very particular requirements on the chosen photographer so finding the right person was the first challenge. The second was managing the high profile talent and the client to achieve an outcome with the content that both parties were happy with. The timeline was extremely tight, particularly for such a high profile photographer with a busy schedule. Their target was to get high PR attention.


The budget included 3 other smaller but well known photographers who also created content around the same theme. We also had a gifting portion of the campaign where I sent the phones to small semi-professional photographers to create their own portraits. This was all to create buzz in the photography industry. This all had to be done beginning to end in about a month which is very tight.

The Process

I led, planned and executed this campaign. I did lots of research into relevant portrait photographers and who would most likely generate PR attention. I then reached out to the relevant talent managers and did lots of negotiation to get someone who was high profile to create the video and 3 portraits that the client wanted within our budget. The chosen photographer was Steve McCurry, famous National Geographic photographer, best known for his photo of the Afghan Girl.

I used key organisational techniques and processes to keep everything on time and organised so nothing was missed in the tight timings.

The Solution

Throughout the campaign I had to use my people skills to keep Steve and the client happy. For instance, the client wasn't happy with one of the portraits and no re-shoots had been included in Steve's contract due to his calibre. We got a flat out no at first but with some persuasion they agreed and re-shot that day. Despite all the content being shot, approved and going live within a week, I kept everything on time and it went live as planned.

With only a small PR budget we got 53 pieces of PR internationally with a circulation of 33.8 million. This was on top of Steve, and the other photographers, Instagram audiences who received the content extremely positively as it felt authentic to them. The client was really happy with the choice of talent as well as the results.

Skills Used

Content Marketing,Marketing Strategy,Public Relations

Industry

Electronics

Results by the numbers

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