SanDisk globally looks to target photographers who will purchase their higher-value storage devices. It was challenging for their APAC office to target this community across such a wide variety of countries & cultures. Through extensive research and focus groups, we discovered the key commonalities surrounded photography. As such, our strategy looked to highlight and celebrate the inspiring landmarks of each country – both natural and man-made – through the lens of the photography community.
To ensure product placement was maintained, we shifted any catalogue or product content to Instagram Highlights which act as a visual product magazine for those consuming the photography content now dominating the grid.
The strategy has been a resounding success – with the audience doubling and engagement rate significantly increasing.