Campaign: Lights, Camera, Action: Introducing Scoopshot
PR team: Hotwire PR
Timescale: July-September 2012
- 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.
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.