Cooke Optics campaign
Sagittarius launch two brand new Cooke Optics camera lenses to the US and UK markets
Sagittarius launch two brand new Cooke Optics camera lenses to the US and UK markets
At the end of 2021, Cooke Optics enlisted the help of Sagittarius to launch two brand new camera lenses to the US and UK markets. The ambition was to raise awareness of the new products among the cinematography and film industry and, ultimately, generate enquiries from cinematographers. We recommended a Tease, Amplify, Echo strategy, executed across multiple channels, to maximise initial buzz within the community and push our audience down the funnel to the point of enquiry. The two-month burst generated 584 quality leads and significantly exceeded all KPIs set.
Cooke Optics is a global premium camera lens manufacturer with a long history of shooting some of Hollywood’s greatest motion pictures. With a heritage that dates back to 1894 and a legendary product catalogue that is, today, still meticulously hand-crafted by a team of highly trained engineers, Cooke has helped define the look of motion pictures throughout the last century. The brand’s unique strength that competitors cannot directly claim, is “The Cooke Look”: a warm, smooth and natural style that is legend the world over for its aesthetically pleasing result.
At the end of 2021, Cooke Optics enlisted the help of Sagittarius to launch two brand new camera lenses to the US and UK markets: the Panchro/i Classic FF (a full frame version of the original Panchro/i Frame Classic) and Varotal/i FF (a modern redesign of the vintage 1960s Varotal zoom lens).
The objectives were:
1) To raise awareness of the new products among the cinematography and film industry – focusing specifically on the US and UK markets.
2) Generate enquiries from cinematographers.
The following KPIs were set by Cooke in alignment with their objectives:
We recommended a Tease, Amplify, Echo strategy, executed across multiple channels, to maximise initial buzz within the community and push our audience down the funnel to the point of enquiry.
Cooke Optics target audience of cinematographers is highly niche and difficult to accurately target. With this in mind, we conducted in-depth channel research and employed the following targeting methodologies to ensure the campaign reached the right audience in the right places for maximum awareness and engagement:
Facebook/Instagram:
LinkedIn/Twitter:
Google Ads:
To maximise performance, we tested various creatives such as Video, Carousel and Single Image ads across all platforms, optimising towards the best performing creatives.
The ‘echo’ stage of the strategy was designed to convert users – i.e. generate enquiries. We reinforced a shorter version of the campaign message, retargeting users who had viewed/clicked on ads in the main amplify stage of the campaign. These ads were, again, served across Facebook, Instagram, Twitter and LinkedIn but also increased visibility on Google Search, reaching users who actively search for Cooke Optics brand / product keywords.
The campaign was hugely successful, generating 584 high quality leads for a very positive CPL of £23.17 and a healthy 3.11% conversion rate.
In addition, we significantly exceeded all Key Performance Indicators, delivering more impressions, clicks and a stronger CTR – all for a more efficient CPC and lower total media spend
Experience the power of a multi-disciplinary team that drives your digital roadmap