Case study · Home & Interiors
CEWE is one of Europe’s largest photo printing companies. In the UK it needed to reach semi-professional photographers and gift buyers, and build its premium credentials. We created My Inspiring Moments, asking people to share a photo that inspired them. It drew 628 entries and 12,900 visits to the competition page.
- 12.9K competition page visits
- 628 competition entries
- 64 pieces of coverage
- 65K video views
- Client CEWE
- Sector Photo printing and gifts
- Services Creative campaign, social listening, PR, influencer marketing, video
- When 2018
- Audience Semi-professional photographers and gift buyers
- Channels National and photography media, social, influencers
What did CEWE need?
CEWE wanted to grow in the UK. It needed to attract semi-professional photographers and gift buyers, build its premium credentials, and earn engagement and authority links through media and influencers.
- Business objective: acquire new customers and increase UK sales.
- Communication objective: build awareness of CEWE and its premium quality, and drive entries and engagement through media and influencers.
What was the insight?
Social listening showed people felt overloaded by the photos on their phones. The moments that mattered were getting lost.
The idea was My Inspiring Moments: one photo that inspired you, printed and celebrated.
What did we do?
- A photo competition. We invited people to submit a photo that had inspired them.
- A charity calendar. The 12 winning images were printed in a charity calendar.
- Video and influencers. The stories behind the photos came to life in video and influencer content.
- Media relations. We took the campaign to national, lifestyle and photography titles.
What did it achieve?
Results by stage of the AMEC evaluation framework, with the source for each figure.
| Stage | Measure | Result | Source |
|---|---|---|---|
| Outputs | Pieces of coverage | 64 | Prohibition coverage log |
| Out-takes | Campaign video views | 65K | Social platform analytics |
| Out-takes | Social engagements | 1.6K | Social platform analytics |
| Outcomes | Competition entries | 628 | CEWE |
| Outcomes | Competition landing page visits | 12.9K | CEWE web analytics |
What did CEWE get from it?
Emotional, shareable content that showed what CEWE is for: turning moments into something you can hold. The competition drew 628 entries and 12,900 page visits.
“Their whole team has a really sound understanding of content.”
What did we learn?
- Listening finds the idea. The insight came straight from social conversations.
- Give people a reason to take part. A charity calendar made entries feel worthwhile.
- What we would do differently. track orders from competition entrants and page visitors, so we can show new customers won.
