It’s a privilege to work with a world-famous brand whose craftsmanship defines them, but with that privilege comes pressure to deliver work of the highest standard. The latest brief from Leica presented us with this tough but exciting challenge.
The task was a social media-led awareness campaign for Leica’s APS-C system, including the new CL with classic 3-part Leica design, the intuitive TL2 (which has been co-created with Audi), and complementing lenses. These are entry-level camera systems, so targeting strategy and positioning were crucial.
The Crocodile took Leica in a new direction with the #LeicaXMe campaign, which aimed to tell the stories of the people behind the lenses – Leica ambassadors, Cat Garcia and Kim Leuenberger. The concept was simple: two photographers, two cameras, one location.
For efficiency, all campaign content was captured in a single shoot day. Keeping the target audience front of mind guided the focus on ease of use and functionality of the cameras.
The strategy included organic and paid tactics, as well as innovative, high-performing social content formats:
- Facebook Canvas – This immersive, mobile content format told the #LeicaXMe story through a real 360° view of the two cameras and the variety of accompanying lenses.
- Instagram Stories – A full-screen engaging mobile format provided a sneak peek into the #LeicaXMe story before the full campaign launched. See the Story highlighted on Leica UK’s Instagram profile (on your mobile) here.
- Behind the scenes video – A dynamic, engaging look behind the scenes.
Showing the strong personal connection between photographer and camera throughout was particularly important. When you own a Leica, the camera is as inspiring as what you are photographing, and it was key to convey this emotional aspect of the brand through the content.
The campaign harnessed the power of immersive social media content to give viewers a full experience of the two cameras from a real photographer’s perspective, and create the narrative and connection needed to drive high-quality engagement with the target audience.