Consumer tech PR

Media coverage that drives camera sales

“When we launch new cameras in New Zealand, we need great media coverage. It’s critical to sales – simple as that. And Hubbub delivers every time. For our flagship X-T2 camera, for instance, the launch coverage we got was key to us selling out in the first week!”

Fleur Insley
Interim Product and Marketing Manager – Electronic Imaging, Fujifilm NZ

The opportunity

Fujifilm is one of the best-regarded camera brands worldwide, with an award-winning range that has something to suit every kind of photographer. Fujifilm X Series cameras combine traditional styling with cutting-edge innovative technology to "make you fall in love with photography all over again".

Fujifilm needed to increase awareness, understanding and appreciation of its mirrorless X Series cameras and accessories amongst professional photographers and amateur enthusiasts in New Zealand. This would generate active interest in, and consideration of, X Series cameras and, ultimately, help drive sales.

The solution

We designed, and now run, an ongoing ‘heads and hearts’ PR programme, focused on media relations. This builds positive rational perceptions amongst, and emotional connections with, the target audiences for the X Series.

The programme engages the right influencers with the right stories to generate high quality earned media coverage that creates a persistent positive buzz in the NZ market.

It employs a dynamic mix of content and tactics, including creative campaigns (e.g. a survey story on the things New Zealanders find tricky about taking photos), product news and reviews, and advice articles.

The results

We achieve regular positive coverage across a wide range of NZ media, including broadcast, national, regional, photography, consumer lifestyle, travel and business. Highlights so far have included:

  • Interviews on Newstalk ZB, RadioLive and TV3’s The Café with Fujifilm spokespeople
  • Camera launch and review coverage across and regional newspapers (in print and online), as well as specialist photography titles
  • A competition with NZ Herald Travel that, on its own, generated 22 pieces of coverage, including a brand mention on the front page of the paper

Contact us

We’re proud to be a 100% independent New Zealand company with an international ambition, doing the best work for the best organisations as a valued business partner.

Please get in touch if you feel like your brand could do with a dose of world-class content marketing and/or PR expertise.