Digital/Media: Scoopshot apps help freelance snappers

Scoopshot is a crowdsourcing service that connects mobile photographers with international media. It wanted to raise awareness of its mobile app and soon-to-be-launched freelance photographer network.

Scoopshot: Connecting mobile photographers with international media (Credit: Victor Tsang)
Scoopshot: Connecting mobile photographers with international media (Credit: Victor Tsang)

Campaign: Lights, Camera, Action: Introducing Scoopshot
Client: Scoopshot
PR team: Hotwire PR
Timescale: July-September 2012
Budget: £14,000

 

Objectives

  • To drive downloads of Scoopshot's apps
  • To increase sign-ups to its network
  • To generate interest in partnerships from UK and US media.

Strategy and plan

Hotwire looked to position Scoopshot as a champion of photographers' rights and an expert on user-generated content (UGC). It commissioned a study of senior journalists' attitudes towards the use of UGC, which was made public at the World Editors Forum in Kiev. The team also told the story of Arto Makela, who has made $20,000 (£12,480) by selling photos through Scoopshot's app.

Measurement and evaluation

During the first 12 weeks of the campaign, 45 articles were generated,including in The Guardian and Professional Photographer, and on Journalism.co.uk. More than 1,100 people tweeted about press coverage.

Results

On the day the story about Makela was released, downloads of Scoopshot's app rose by 350 per cent and sign-ups by 2,560 per cent. Scoopshot is now in conversation with several big media firms in the UK and US.

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