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    What’s Your Snap

    In 2010, YODI discovered a trend in the photography market where the average customer was now more likely to be a woman, since they play the role of family memory keeper. Additionally, the number of enthusiasts – as opposed to professionals – was also rising as a result of automation technology. It was simple math that showed the next big thing in photography wasn’t going to be a superfreakly advanced camera, but rather a segment of consumers. With this new shift of photographer type going from male to female, new opportunities awaited.

    After conducting in-depth market research, we identified core issues this new segment faced as a result of being thrown into new technologies. By solving their issues, answering their questions, and allaying their concerns, we would then be first in line to offer them the products they need.

    A fully integrated marketing campaign was conceived, that would offer valuable content dealing with and solving this new segment’s challenges. ‘What’s your snap’ was comprised of a content-filled mini-site with a variety of educational guides, as well as a full advertising support with print ads, outdoor and web.

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    • Print Ads

      A series of print ads were developed that highlighted the most popular photography types, by offering educational tidbits, an insert guidebook, and leading readers to the whatsyoursnap.com website. By asking the readers 'What's your snap?,' we're motivating their effort to ask and answer that question. And learn all about it.

    • Booklets

      A series of educational guidebooks were developed to be inserted on their respective ads. The guides offered base knowledge, solutions to common issues, and tips that would serve to advance consumer knowledge and ease their technological experiences.

    • Pro Ads

      Though the 'Professional' segment was a target in this campaign, the approach required to communicate in their language would need to be adjusted. We went back to black. As a base color, black works well in appealing to professionals, as it implies exclusivity, which is an attribute commonly sought in the professional market.

    • Mini Site

      The mini-site was the core of the 'What's your snap?' campaign, as it offered users the possibility to build profiles around a particular photography type of interest, as well as learn everything about it from basic to advanced levels, with engaging content formats.