☰

7

Brands under one Marketing team

4+

Years as the Marketing + Creative team

14%

Compound annual growth in online sales
A Portfolio Built to Grow

Situation

A well-known global imaging brand, a manufacturer, distributor, and retailer selling to both trade and consumers, set out to grow across a portfolio of multiple brands. Its audience runs from first-time photographers to the cinematographers shooting major films and television.

That growth called for a constant stream of creative and campaigns across every channel, at a pace one internal team could not produce alone.

Our Approach

Solution

HEEDGROUP became the brand's Marketing + Creative team and took on the whole function, with the ideas first.

We built the creative for every product launch, holiday campaign, newsletter, and brand moment across the portfolio, then put it into market ourselves:

  • Paid and organic search and social
  • The email and newsletter program in Klaviyo
  • The entire website and online store on Shopify, run day to day
  • In-person events and influencer relations
  • YouTube

Owning the creative and the execution kept the idea and the work together, so what we imagined is what shipped. Every product launch, and there were dozens over the years, was written for a community that runs from Hollywood sets to Main Street storefronts.

Model using camera and wearing a camera vest
Growth Over Four Years

Results

  • Ran the brand's entire website and online store, where online sales grew at a compound annual rate of ~14% over the partnership
  • Dozens of product launches across seven brands, each with its own creative and campaign
  • Site traffic climbed and social presence expanded steadily
  • A combined Black Friday and Cyber Monday campaign drove the highest holiday revenue of the partnership
  • Campaigns that drove attendance and booth visits at industry events, including BILD in New York and Cinegear
  • Promotion for the brand's own events, from a tech day to hands-on stabilization workshops, filling seats and selling paid workshop spots

Key Takeaways

HEEDGROUP was the brand’s Marketing team for four years, promoting to everyone from working cinematographers to first-time photographers, and owned the ecommerce business outright. Online sales grew ~14% a year.

 
About HEEDGROUP

HEEDGROUP is a Marketing + Creative agency in New York City, founded in 2015. We provide strategy-led marketing and bold creative for companies ready to lead their markets, across brand and identity, campaigns and demand generation, events, audience and market research, and growth and analytics. HEEDGROUP is an agency partner to many marketing platforms and the creator of GoalTrackHQ. HEEDGROUP is women-owned.

QUESTIONS

Frequently Asked Questions

What did HEEDGROUP do for the global imaging brand?

HEEDGROUP served as the brand's Marketing + Creative team for more than four years, creating and running campaigns for every product launch, holiday, newsletter, and brand moment across its portfolio.

Which channels did HEEDGROUP manage?

HEEDGROUP ran the brand's entire Shopify website and online store, along with paid and organic search and social, the Klaviyo email and newsletter program, in-person events, influencer relations, and YouTube.

What was the highest-revenue campaign?

A combined Black Friday and Cyber Monday campaign drove the highest holiday revenue of the partnership.

Did HEEDGROUP support the brand's events?

Yes. HEEDGROUP ran campaigns that drove attendance, booth visits, and paid workshop registrations at industry shows including BILD in New York and Cinegear, as well as the brand's own events.

Marketing Services Provided by HEEDGROUP

Creative & Launches

Creative for every product launch, holiday campaign, and brand moment across the portfolio.

Search

Paid and organic search programs.

Social Media

Paid and organic social across the portfolio.

Email & Newsletters

The email and newsletter program in Klaviyo.

Website & Ecommerce

Ran the brand’s entire website and Shopify store, including every holiday sale.

Events, Influencers & YouTube

In-person events, influencer relations, and YouTube.

READY TO GROW YOUR BUSINESS?

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 Tell us where you want Marketing to go next, and we will help you get there.

 
Featured Work

Learn about our client success stories and how we got them there.

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Fixed Income Live LinkedIn Campaign
FinTech | Data as a Service
FIXED INCOME FINTECH

A fixed income data platform needed a full marketing engine and the measurement to prove it worked. We built both, and...

Discover how Marketing effects pipeline growth

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BWW Media Group-Team and Event Pictures
Media | Technology
BWW MEDIA GROUP ON HUBSPOT

Brand marketing, audience growth, segmentation, and campaign execution for a media company ran in one HubSpot portal.

Explore how a MAP helped run a media business.