Panasonic has unveiled a campaign with We Are Social pondering the question ‘Why DSLR?’ to promote its Lumix mirrorless cameras over larger DSLR models.
The campaign will target popular gadget forums and blogs in order to intercept the journey between online discussions and purchase, with the creations of videos such as Why are DSLR lenses so big?; Are DSLR cameras loud?; and Are DSLRs better for action shots?
The videos, featuring a bodybuilder, an owl and a duel-style shoot-out, aim to answer the top auto-complete Google search queries relating to ‘DSLR’.
Barnaby Sykes, product manager for Lumix G at Panasonic, said: “We’re taking a proactive approach with this campaign, seeking out people online who are considering buying a DSLR and presenting them with a convincing argument that the future is mirrorless. The campaign spans a range of digital platforms to ensure maximum impact.”
The campaign will target popular gadget forums and blogs in order to intercept the journey between online discussions and purchase. Paid media and search optimisation will ensure that whyDSLR.co.uk appears prominently to anyone searching for 'DSLR'.
Sarah Oliver, account director at We Are Social, said: “Whichever stage of the purchase journey people are at - researching DSLRs on forums or searching to buy a DSLR on Google, this campaign will surface considerable and credible expert opinion with the power to change their decision.”
We Are Social will initially undertake a major social listening project, as well as driving blog content and conversation through #whyDSLR.