The Photography & Video Show
Overview
The Photography Show is the largest event of its kind in the UK & Europe, aimed at amateur and professional photographers. Ten years on, the event has welcomed thousands of visitors from all over the world, with the aim of continuing to celebrate digital creativity and the talent behind it. They enlisted Clareville to run a national PR and Social media campaign, with the aim of reaching beyond their traditional trade media and achieve coverage across Instagram through smart influencer marketing to encourage a trendier Gen Z crowd to attend.
The CI Group Approach
The team have launched creative activities & initiatives around the show to encourage influencers to feature them on their socials and to attend.
The Influencer Marketing campaign was designed to reach all target audiences through a variety of social media channels such as Facebook and Instagram.
They sought to capitalise on world-class exhibitors & world-renowned speakers to entice potential visitors to register. Alongside this, we made sure that there was a strong message on diversity & inclusion, with clear messaging that all genders, ages & levels are welcome at the show.
The Delivery
The PR campaign focused on key milestones in the run up to the show with news updates and show previews announcing: the launch of registration; the speaker programme going live and the introducing areas of the show.
The PR team also organised 30+ speaker live take overs on social media, and influencers to speak at the show – using this to curate engaging stories that would inspire and teach other like-minded individuals on socials.
The team also launched a competition inviting content creators to tackle a live creative brief at the show, putting their skills to the test by using just their phones.
The team managed the onsite Press Centre during the 4 days of the show arranging press interviews and influencer meet ups.
Mini social media campaigns consisted of live Q&A’s with speakers at the show, influencer ticket giveaways, discount codes and competitions with exhibiting brands inc Canon, Nikon and Sony.
The Results
Media coverage total = 102 pieces
- Print circulation – 403.9k & Online circulation – 2.1b
- Media coverage includes BBC Radio West Midlands, The Telegraph, County Weddings, T3, Visit Birmingham, Midlands Living, Digital Camera Magazine
Social media success:
- Instagram reach +934.7% compared to 90 days prior
- Accounts reached: 92.2k
- Accounts engaged: 8.1k
- No. Of Followers: 31.5K
- Facebook reach +2400% compared to 90 days prior
- Accounts reached: 763.4k Accounts engaged: 5.1k
- No. of Followers: 38.6K