Manfrotto Promo, Case study IMAGINE MORE by MSL Italia

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IMAGINE MORE

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Industry Photo & Video Cameras, Accessories
Media Promo & PR, Case study
Market Italy
Agency MSL Italia
Released May 2011

Credits & Description

Category: Best International PR Campaign
Advertiser: MANFROTTO
Product/Service: MANFROTTO
Agency: MSL ITALIA
General Manager: Elisabetta Moroni (MSL Italia)
Practice Leader: Alessandro Chiarmasso (MSL Italia)
Digital Strategist: Davide Jucker (MSL Italia)
Account Executive: Marta Albertazzi (MSL Italia)
Account Executive: Marta Di Natale (MSL Italia)
Account Executive: Lorenzo Negromanti (MSL Italia)
Media placement: New York Event - Consumer Media Coverage - 11 May 2011
Media placement: On-Line Contest - Consumer Media Coverage - 11 May-31 July 2011
Media placement: Venice Film Festival - Consumer Media Coverage - 31 August-10 September 2011
Media placement: IM Factories - Bejing - Consumer Media Coverage - 7-9 September 2011
Media placement: IM Factories - Berlin - Consumer Media Coverage - 14-16 October 2011
Media placement: IM Factories - Hong Kong - Consumer Media Coverage - 4-6 Novembrr 2011
Media placement: IM Factories - London - Consumer Media Coverage - 18-20 November 2011

Summary of the Campaign
Manfrotto, an Italian company founded in the 1960s, boasted a dedicated global following of professional and hobby photographers, thanks to its quality equipment (tripods, bags, LED lights, apparel). The company needed to expand beyond its comfort zone by reaching out to a younger, social network-savvy audience -'social recorders' - who knew nothing about the company’s fame and products, while at the same time retaining its traditional customers. Following this objective Manfrotto decided to enlist a public relations agency to help reach the new audience of 'social recorders'. We managed an international PR campaign to engage them into the brand promise: 'Imagine More'.

The campaign included:
• New York Launch Event (May 2011) – Photographer, Chase Jarvis, in a glam night in Soho, launched a global online competition to create the first Imagine More Manifesto through Twitter, Facebook and Flickr.
•The Manifesto, edited with the contributions of the winners as a short film by Pulitzer Prize Bill Frakes, was previewed at the 68 Venice Film Festival.
• The Manifesto started in Beijing a roadshow bringing Manfrotto products to social recorders in the city squares in the IM Factories.

Results:
• Sales of new products ahead of all expectations, success with CE chains for tripods designed for the non-professional user.
•Revenue for 2011: +19.2%; operating profit up 12.2%.

PR:
• 19,616 Facebook fans (one fanpage managed in 5 languages in 8 countries with no advertising support).
• 4.451 Twitter followers.
• 22,000 people visited Interactive Photo Labs, 9,000 pictures shot.
• 1,400 stories generated on worldwide media.
• €6.4m EAV.

The Situation
Manfrotto wanted to reach out to a younger, social network-savvy audience: 'social recorders', a really wide audience on a global scale with virtually no advertising support due to budget restrictions. Applying the motto 'nothing’s impossible if you have a good story to tell', Manfrotto decided to give the challenge to a public relations agency for the first time in its history. They chose us to create a strategy for telling its story and implementing it in eight countries (USA, UK, Germany, France, Italy, China, Hong Kong and Japan).

The Goal
After the deep analysis of the results coming from CATCH, we were able to digest thousands of conversations on the social web to help in defining engagement strategies. We decided to embrace the world of imagination and introduced the ‘Imagine More Initiative’, a global conversation on how to share and express imagination through better images whose goal was to leverage the power of social media to reach 'social recorders, those who are young, smart, digital and keen to take good pictures not for a passion or photography but for the sake of better sharing the emotions around that picture.

The Strategy
The plan was to build a story and use that initiative to engage people both on social media and as a trigger for media relations purposes. We built the story of the Imagine More Manifesto, a user-generated choral declaration about imagination.

Contributions were collected involving consumers from the UK, US, China, France, Germany, Italy and HK.

On May 2011, in New York, photographer Chase Jarvis, joined by other creative thought leaders, kicked off Manfrotto’s Imagine More contest.

Through it, Manfrotto choose the 10 basic tweet principles of imagination and the best pictures to represent them.

The story and the Manifesto travelled to the Venice Film Festival that represented, as a prize, a once in a life opportunity attracting more than 100,000 unique visitors to the contest.

In October, the Manifesto began its world tour with the Imagine More Factories - interactive photo-labs located in the main squares of capital cities.

Execution
May 2011: Launch of the Manfrotto’s Imagine More Manifesto and of the global competition.

The first part of the contest aimed to define the 10 basic principles of imagination through user-generated tweets. The second part gave people the opportunity to express and share their imaginings by uploading their photos to manfrottoimaginemore.com, Facebook and Flickr.

2 winners from each country received an exclusive trip to the 68th Venice International Film Festival; they walked the red carpet and watched the stars go by from their front-row position next to accredited photographers. Their winning tweets and photos appeared in a short film directed by Pulitzer prize-winner Bill Frakes.

October 7: Beijing.
The Manifesto began its world tour; Berlin hosted the Factory from October 14 – 16, followed by Hong Kong (November 4 - 6) and London (November 18 - 20). The Paris lap is planned for May 2012.

Documented Results
Business Results*:
• Sales of Manfrotto new products beyond expectations.
• Significant success with consumer electronic stores for tripods designed for the non-professional user.
• Revenue for 2011: +19.2%.
• Operating profit rose 12.2%.

PR Results:
• 19,616 fans on Facebook - 1 integrate multilingual (8 languages) fanpage; no media investments.
• 4.451 followers on Twitter.
• The competition generated 500,000 page views on manfrottoimaginemore.com and 100,000 unique visitors.
• More than 22,000 people visited Interactive Photo Labs; more than 9,000 images were shot and uploaded to Facebook fan page; and more than 3,000 new Facebook fans were acquired.
• More than 1,400 stories generated.
• More than 530 journalists and bloggers directly involved.
• €6.4m EAV.

*Source Vitec Group Annual results – financial indicators of Imaging and Staging Division (leaded by Manfrotto)