Print To Prove It
Fujifilm
1,211 photographer requests
1,042 Video Views
THE CHALLENGE
To encourage professional photographers to see the benefit of printing using professional paper.
Specifically, we were tasked with raising awareness of Fujifilm’s photo paper, including its gloss and lustre finishes, and introducing photographers to a local Fujifilm professional lab.
THE IDEA
We wanted photographers to experience the benefits of using professional photo paper and working with a lab for themselves. So, we launched the Print to Prove it campaign, offering three free prints for professional photographers.
To promote the campaign, we worked alongside three renowned photographers: Scott Johnson, Mr Whisper and Elli Cassidy. We created video interviews with the photographers, talking about the impact that printing professionally has had on their careers and businesses, and showing their reactions to receiving their prints. We then created a series of blogs and press-facing content, targeting trade media aimed at professional photographers.
THE RESULTS
In the first six months, the campaign achieved:
- 1,211 photographer requests for the Print to Prove it offer
- 1,591 landing page visits (a 202% increase compared to the six-months prior to launch)
- 1,042 video views
- 8 pieces of trade coverage, including coverage across all tier one titles
- 100% backlink rate across the coverage, with a DA average of 69
- Print To Prove It also went on to win Campaign of the Year at the BPI News Awards 2022
