CASE STUDY: Getty Images launch iStock in the UK using digital
Provided by Communication Partners Ltd.
CPUK worked in partnership with a US agency to create a digital only brand building campaign to launch iStock in the UK
What was the Challenge / Background of the Campaign?
iStock by Getty Images is an online, royalty free, international microstock photography provider operating with the micropayment business model. iStock offers millions of photos, illustrations, clip art, videos and audio tracks. The challenge of the campaign was to launch iStock in the UK using digital media, whilst also promoting 'umbrella' brand of Getty. CPUK worked in partnership with a US agency to deliver a global, digital-only campaign that provided the opportunity to showcase creatives and reach a targeted audience through trade/'cool' lifestyle sites.
What was the Campaign Objective?
To build awareness of iStock and to showcase creatives to a targeted audience
What was the Solution?
Tailor-made creative solutions using all media owner properties - homepage takeovers and hub sponsorships were utilised to showcase creatives and to build awareness plus billboards and MPUs for frequency and to drive CTR. New formats were created and innovative targeting methods negotiated to ensure stand-out and cost-efficient delivery. Continual campaign measurement and adjustment to maximised campaign efficiency. The campaign also included an element of event sponsorship to reach trade professionals with sponsorship of Drum Marketing awards .
What were the Results?
Huge media savings delivered across 12 month period.
What were the Key Learnings of this Campaign?
Whilst a key objective of this campaign was using large formats to showcase the creative, close monitoring of creative performance and campaign insights also enabled us to ensure that CTR were optimised.