Case Study: World Photography Organisation

World Photography Organisation

World Photography Organisation
  • Marketing and PR collaboration
  • Outreach to 3,700+ photographers
  • 860 edited images delivered
  • 1,944,429 impressions on Twitter achieved
  • 2500+ photos taken during press day
  • 120 ‘Live Images’ posted on social media
  • SWPA media campaign set to reach of 2.6 billion people in 2018

The World Photography Organisation (WPO) is a global platform for photography initiatives. They aim to raise the level of conversation around photography by celebrating the best imagery and photographers on the planet.

 

The company host regular events worldwide throughout the year, including the annual Sony World Photography Awards which aims to showcase the best photography in the world from the past year. And with over 1 million photography entries since the awards were founded in 2015, it’s fast becoming the world’s most renowned photography awards. Held at Somerset House, The Sony World Photography Awards Exhibition sees visitors come from all over the world to view the work of the finalists and winners each year.

 

AIMS

The main aims of our collaboration with the organisation were primarily to build relationships with customers, increase customer loyalty, raise brand awareness and reach new audiences. We were to work with them to promote the Sony World Photography Awards contest to our photographer networks and online audiences across multiple digital channels. We were also commissioned to provide professional event photography coverage of the awards evening and press day in order to produce high-quality content that could be used by both us and WPO to supplement our PR and marketing efforts.

 

EXECUTION

We took over 2500 photos during the press day and the awards ceremony and delivered 850 expertly edited photos in total, 120 of which were ‘Live Images’ which we delivered within an hour to be posted on social media as the events took place. This content was used by both companies across multiple online communication channels, including social media, emails newsletters, blog posts and homepage announcements. In order to maximise reach, we worked with the marketing team to create further campaigns, such as guest blog posts, a social media channel take-over and contents to win tickets for the exhibition.

 

ACHIEVEMENT

Both companies achieved outreach to more than 2,000 photographers, over half a million website visitors, ...email subscribers and a collective social media audience of over 490K people, increasing brand awareness. We achieved increased online engagement rates, with our photos achieving 1,944,429 impressions on Twitter during the event days. This year, the Sony World Photography Awards was mentioned in major publications, such as The Telegraph, in 40+ countries

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