| Written by Ronnie |
The 2015 boot camp for our #unravelyourphotos campaign kicked off last Monday, so today, I felt it might be worthwhile sharing all the work and thought process that's taken place behind the scenes. I'm always drawn to reading these type of posts myself, so I hope that you might enjoy (or benefit from) reading this post in some small way.
I came upon the idea one day when I was brainstorming marketing ideas for our LIFE:CAPTURED Inc brand. At that time, Trish and I were exploring the possibility of doing sponsored posts on some big blogs in order to increase our brand awareness. However, one afternoon, while I was sitting all alone at the cafe, I suddenly thought of the Sakura Bloom Sling Diaries, a beautiful bloggers' series created by the brand Sakura Bloom. The series started four or five years ago and, over the course of that time, it's connected a large number of wonderful bloggers and has no doubt done amazing things for Sakura Bloom's brand and product sales. Even though we sell a completely different type of product, it was essentially Sakura Bloom that gave me the inspiration I needed to think through how we could do something similar for our brand.
It took days and weeks for the concept to develop and crystallise. Every week, I would put aside half an hour purely for brainstorming the idea. I wrote endless lists and drew multiple sketches in my notebook. In fact, it's rather interesting to flip back through my notebook to see how the idea morphed and developed over time. Eventually, I edited the idea down to the essentials: It would be a photo organisation boot camp involving a dozen bloggers or Instagrammers; the boot camp would be based around the Photo Organisation with Lightroom online class; participants would also receive a physical workshop kit; participants would be asked to share blog posts and Instagram posts as part of the boot camp; and, if successful, the boot camp would be held every year.
I felt confident about my idea because it wasn't one that I'd rushed into. Plus, I was convinced that the idea filled a niche, since there was nothing else like this out there in the world of social media and the blogosphere. More importantly, I felt that most people would be able to relate to the topic, since everybody these days has a growing archive of digital media to deal with.
Nonetheless, I have to admit that I felt nervous when I shared the idea with Trish. Obviously, I would only proceed with the idea if she approved of it. But more than that, her validation would mean that I hadn't been scribbling away in my notebook for months for nothing. That's one of the things I love most about having a business partner: there's always someone available to act as a sounding board, and one of the wonderful things about Trish is she is always honest with me. Thankfully, she thought it was a good idea, which meant we were going ahead...
To keep the campaign idea in perspective, I wrote down some specific goals for it:
- Increase our brand awareness on both Instagram and in the blogosphere.
- Increase the number of our followers on Instagram (our primary channel for marketing)
- Drive sign-ups for Session 2 of our online classes, especially the Photo Organisation with Lightroom class.
Having these goals also meant that we would be able to measure the success of the campaign in a meaningful way.
At first, I was just going to call it a photo organisation boot camp. Soon, I realised that it needed something catchier than that - preferably something that would roll off the tongue easily and that could be converted to a hashtag. I briefly considered 'No file left behind', which is my personal mantra and it makes an appearance in the first lesson of my online class. However, I didn't think that it was descriptive enough; if you came across it on Instagram, it wouldn't be immediately clear what it was about. 'Organise your photos' seemed apt, but slightly boring.
And then it came to me: Unravel your photos.
And very hashtaggable.
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I hope you enjoyed reading this! In my next couple of posts, I'll write about the collaborations, the launch, the bloggers that we chose, the workshop kits, and our future plans.