Going behind the lens with Leica

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.

Giving customer experience the AR treatment

In the business world, so much is focused on offers, acquisitions and sales that it can leave some of the most important people a little overlooked. We’re talking about the current customers: the business bread and butter.

And Nectar wanted a way to thank them, to give them something fun and engaging, a reminder of the good that comes from collecting and spending with Nectar. It had to be different from the usual offer-led emails, but to still give customers something to get excited about.

So we built an email to send to customers on the month of their anniversary with Nectar, to commemorate their ‘Nectarversary’. It showed them the points they had collected along their customer journey, and how many times they had swapped points for rewards along the way. With customers armed with the stats, they now needed only one thing: a way to celebrate.

We created eight AR filters to use through Facebook’s camera effects platform on mobile. Customers could then have some fun and share their Nectarversary news online easily, as the filters open straight into the Facebook app.

The effects include virtual doughnut deely boppers, and a revolving cupcake hat (complete with icing and sprinkles, obviously). Of course, there are seasonal variations; our bow-tie, party-hat-wearing Easter bunny filter was rolled out for March, and there are Halloween and Christmas variations to come. It gives all the fun of a party photobooth, complete with dress-up props, but right from your sofa or your desk at work.

It’s a reminder that in our marketing, we shouldn’t forget the value of things that are fun and shareable. As well as being engaging, they allow the customer to feel valued, creating something that they will enjoy and remember.

GfK hires The Croc

We are excited to announce that The Crocodile has been appointed by GfK to work on a number of digitally-led projects.

GfK is one of the world’s largest market research organisations. It connects data and predictive analytics to help businesses from around the globe to make better decisions, now and in the future.

The Crocodile’s managing director, Jason Talbot, says: “For a bunch of agency data geeks that spend their life aligning customer behaviour and go-to-market propositions, it may well be a match made in heaven!”