1
HASSYNYC
– building passion through social media Hasselblad: MANUFACTURER OF THE WORLD’S FINEST CAMERAS Hasselblad is a leading designer and manufacturer of cameras, originally based in Sweden, but now reckognized all over the world for their high performance cameras for the professional segment only. They are, in some people’s opinion, the Rolls Royce of cameras, costing about 25-50,000 USD. CHALLENGE: SELLING EXPENSIVE CAMERAS Hasselblad is renowned for their precise and powerful cameras, providing 40-50 megapixel capabilities, which makes it the preferred camera of the professional photographer, especially in and around the fashion and design industries in New York, Los Angeles, Paris, London, etc. But even with a strong brand amongst photographers, Hasselblad still faced a difficult launch of their new and very expensive professional series called H4D in late 2009. Beginning with their primary target group of photographers in New York, Hasselblad asked themselves the big question: How do we, amidst financial hardship in the creative community, inspire a group of hard-working, frequently travelling New Yorkers to learn about our new camera series? OBJECTIVE: CREATING buzz ABOUT THE H4D The objective was to engage the photographers of New York and demonstrate Hasselblad’s commitment to take photography even further. We wanted the target group to hear from and experience their peers as they got involved with the product rather than hearing about it from Hasselblad. Measurable objectives: • Specifically, we aimed to get 50 % of the 650 photographers participating at the Hasselblad launch event to sign up for the campaign to continue the conversation about photogrphy and be part of the New York community online • We also wanted 50 % of the sign-ups to submit information about their camera equipment, in the early stages of building a valuable database • Furthermore we wanted 50 % to give their permission to let us contact them with inspiration and information about Hasselblad products • Finally, we wanted to increase the number - and quality - of visitors at HasselbladUSA. com Emotional objectives: • Building a bridge between the physical event and the photographers online involvement • Building the foundation for a lasting photographer community • Taking the old camera manufacturer into the new media age in an engaging way Target group The audience consists of leading photographers from all over the world. For this campaign, Hasselblad wanted to begin their launch of their new camera series by involving 650 photographers in New York.
2
HASSYNYC
- Join, challenge, shoot, share and comment Portraying A PHOTOGRAPHER FROM The Big Apple Research and interviews told a story of a busy life for profesional photographers. Very busy. When making decisions about equipment and working methods, they explore the professional network for advice and experience. Loyalty towards the camera they already have and use for work is very high. Hasselblad’s cameras are in high regard (somewhat like how Apple’s products are viewed in the creative industry), and photographers using Hasselblad cameras love to show each other what they have done with their Hassy (as they call their camera). Thorugh observation and listening to the professionals in photography in New York, we discovered that most of the dialogue is happening in social media like Twitter and Flickr, which are huge media in the US.
THE StrategY IS A NETWORK-BASED SOLUTION •
Taking the photographer’s busy life into consideration
•
Not overwhelming the photographer with product communication
•
Providing opportunity for the photographer to show his work
•
Inspiring and creating dialogue about Hasselblad amongst photographers
3
PHASE 1:
Hasselblad event Join, challenge, and shoot. And take your photography 1 further. even
Join and win
650 professional photographers from New York are invited for the presentation of a new camera series. Everyone gets a wristband and a folder with the invitation to sign up on hassyNYC.com
the all-new H4D. Or book a demo. Powered by
2 Challenge and follow
Shoot your own
of leading NYC
our 3 photographers
challenge photos
photographers.
and share your ideas.
and upload them.
ALSO: Share and tweet ● Meet your colleagues ● Get inspired by Hasselblad technology ● Get a chance to win the new H4D system ● News and events
...and get a chance to win the all-new H4D
Powered by
Join, challenge, and shoot. And win the all-new H4D from Hasselblad
PHase 2: Sign up ON hassyNYC.com
Sign up and follow how 3 photographers take on 10 different photographic challenges with the opportunity to comment, upload photos, read product info, etc. Permission and information about equipment.
PHase 3: AGGREgATING CONTENT ON HassyNYC.com
The website HassyNYC aggregates the content, which the 3 photographers and their followers share on Twitter and Flickr.
3
Join a community
GREETING mail
Presentation of the 3 photographers. Encourage users at follow and comment on photographers’ flickr, Facebook and Twitter pages.
Facebook, Flickr AND Twitter
Upload, sharing and commenting on photos and experiences.
4
TAKE PHOTOGRAPHY FURTHER
- Hasselblad takes a shot at helping photographers improve
MAIN MESSAGE: Join, challenge, shoot Hasselblad makes it interesting and relevant for the individual photographer to get more from his camera and his colleagues - and give something back to the community. Naming the site HassyNYC after the photographer’s nickname for Hasselblad,
combined with the geographical abbrevation NYC, we sent a clear message to the target group. TONE OF VOICE AND STYLE The aim was to let the photos and the comments play the key role on the website, giving a true sense of sharing and participation in real time. Bringing in feeds from Twitter and Flickr gave the site an air of freshness and kept it both relevant and usergenerated.
1
Join and win the all-new H4D. Or book a demo.
Join, challenge, and shoot. And take your photography even further.
2
3
Join a community
Challenge and follow
Shoot your own
of leading NYC
our 3 photographers
challenge photos
photographers.
and share your ideas.
and upload them.
ALSO: Share and tweet ● Meet your colleagues ● Get inspired by Hasselblad technology ● Get a chance to win the new H4D system ● News and events
...and get a chance to win the all-new H4D
Event RECRUITS FOR hassyNYC.com In presenting the all-new H4D kameraserie, 650 professional photographers were invited for a big event in New York. At the event, we gave each photographer a micro leaflet and a wristband, encouraging them to sign up on the site and enter the draw for an H4D camera. The wristband proved a great gimmick, creating the sort of experience you remember, even the day after...
Powered by
Powered by
Join, challenge, and shoot. And win the all-new H4D from Hasselblad
Hasselblad IS TRUE TO THEIR BRAND PROMISE By utilizing existing channels and challenging the photographers’ skills, Hasselblad demonstrates their promise to their customers: ”Take photography further”.
5 HassyNYC.com – WHERE PHOTOGRAPHERS FROM NEW YORK (AND L.A. AnD MIAMI AND...) MEET ONLINE During sign up we asked the photographers to fill out their name, e-mail, city and type of camera. The incentive being a draw in the lottery for the all-new H4D camera series. This provided Hasselblad with permission for all participants, including knowledge of their preferred equipment. We also let the photographers add their social media channels like Twitter and Flickr.
Having details about the latter enabled us to identify and involve the photographers in other points of contact besides mail.
CONFIRMATION E-mail We confimed each sign up with an email, which included a short presentation of the three photographers, a description of the challenges and a How-To-Participate on HassyNYC.com, on Twitter and Flickr.
6
USER-GENERATED PRODUCT DIALOGUE - turned out to be a picture-perfect way of launching the new camera
FOLLOW ROBERT, VICTORIA AND DAVID! To have the expert users be in front rather than Hasselblad, we invited three talented and very different photographers from New York to take on 10 challenges. To utilize the communities, where we knew a lot of photographers were already demonstrating their work and debating their craft, we set up separate Twitter and Flickr accounts for the three photographers and created a campaign-specific website, hassyNYC.com, which collected all the elements from Twitter and Flickr into one great looking website with links to Hasselblad and images of the new camera series.
IT’S ALL HAPPENING ON hassynyc.com Our commitment was to create the basis for a web of connections, in which we would see photographers joining the community, following the photographers and commenting on their approach to the challenges. Some of them might even upload and link to their own photos, thus participating even more in the campaign. By providing a true sense of community and demonstrating an authentic passion for the craft, Hasselblad would be well under way in bringing together social media and their commitment to taki ng photography even further. A perfect background for exposing the new camera series to the select audience and creating natural opportunities for booking offline demonstrations of the H4D.
7
8
THOUSANDS OF PHOTOGRAPHERS - were involved with Hasselblad in the social media
USING Twitter We created 4 profiles on Twitter. A profile for each of the three photographers, enabling them to share their thoughts about the Hasselblad camera and their experiences with solving the various challenges. We also created a Twitter account, bearing the HAssyNYC name. This account shared news about the community and Hasselblad products. All tweets were tagged #HassyNYC, which automatically shared the content on www.hassynyc.com
hassyNYC ON Facebook And, of course, we also set up an a page on Facebook for commenting, photos etc.
USING Flickr Just like Twitter, we created 4 profiles on Flickr. A profile for each of the three photographers, and a HassyNYC profile, where photographers were invited to share their photos. All photos for the challenges were uploaded on the individual photographer’s Flickr page and tagged #HassyNYC – automatically sharing these images on www.hassynyc.com
9
A BOOST IN TRAFFIC ON hasselblad.com The ten challenges and the photographers distribute knowledge and experiences with the Hasselblad cameras and their features.
The HassyNYC campaign creates a boost in traffic on Hasselbladusa.com, where photographers can learn more about the products and order a live demo.
10
96 % OF THE TARGET GROUP followed hassyNYC on website and in social media
OBJECTIVE: The objective was to have 50 % of the 650 photographers, participating in the launch event in New York, sign up at the website www.hassyNYC.com
OBJECTIVE: The objective was to create an increase in traffic to HasselbladUSA.com.
RESULT:
96 % chose to sign up and share photos and comments
During the campaign www.hassynyc.com generated most of the traffic to www.hasselbladusa.com – only surpassed by the global Hasselblad site www.hasselblad.com
OBJECTIVE:
OBJECTIVE:
The objective was to have 50 % of the photographers, who signed up, tell us about their preferred camera equipment.
The objective was to establish points of contact in social media.
RESULT:
Thorugh Twitter 2015 photographers followed the activities and the three photographers. 40 % of these chose to opt in and receive information about Hasselblad products.
RESULT:
63 % told us about their preferred camera equipment OBJECTIVE: The objective was to have 50 % of the people, who signed up on HassyNYC, say Yes to receiving the newsletter.
RESULT:
75 % gave their e-mail address and their permission
RESULT:
”Brand wise our best
activity on social media so far – a huge success Tom Olesen President, Hasselblad USA
11
MORE RESULTS: Through analyzing the traffic on hassyNYC, we learned that 2400 other photographers from New York heard about HassyNYC from their peers on Flickr og Twitter. Despite the busy schedeule of the professional photographer we succeeded in building a bridge between an offline event and online involvement. We also demonstrated the potential for a lasting photographer community, run by Hasselblad. Every week during the three month period, 535 photographers voted for their favorite photos. And 75 % chose to upload their own photos.