2022 Bronze Retail and E-commerce

Agency: CPB London

Client: MPB

Campaign Name: MPB "Change" campaign

Campaign Overview

MPB is the world's largest online platform for used photography and videography equipment, and Change was its first brand awareness campaign.

Strategy

The team challenged itself to devise a campaign concept, copy and content that was inspiring emotionally and encouraged practical action for change: buying and selling used kit.

The message focused on sustainability for people and the planet, using iconic images on licence, and images made by MPB staff and affiliated talent.

Until 2021, all of MPB's marketing activities had been focused on performance marketing, with 90% on directly attributable media channels; along with a small investment into brand partnerships, influencers, events or media sponsorships.

To drive long term-sustainable and profitable growth it wanted to shift to a strategy that balanced both short-term commercial goals, and long-term brand-building and commercial outcomes.

The campaign needed to raise awareness of the brand at scale and tell its story to a wider audience of photographers, videographers and content creators worldwide.

As a business with visual storytelling at its heart, MPB knew it had to focus on media channels and creative formats that would deliver on impact and scale.

Creativity

As a photography and videography kit company made up of passionate visual storytellers, care needed to be taken in the craft of what was shot or produced, to ensure the highest levels of quality output.

The Change campaign highlighted MPB's intention to put more camera kit into more hands, more sustainably.

The launch film showed the many ways visual storytelling can change us and inspire social change; change the way people see themselves; and ultimately change the world.

The creative objective was to communicate the brand purpose to consumers: 'Open up the world of visual storytelling, in a way that's good for people and the planet'. Tonally the brief was to communicate the brand is: Passionate. Creative. Trusted. Experts.

Other key creative requirements were a storytelling video format, a campaign idea that could stretch across out of home and audio; work in multiple languages and cultures; and be turned into integrated comms.

Results

The campaign resulted in 38% increase in new users on mpb.com and significant increase in brand search share.

Most significantly, this directly translated into commercial success with transactions up 49% year-on-year, and revenue rising by 83% as an average across all markets.

The carbon footprint of the campaign was 48 tonnes CO2e for the eight-month multichannel campaign. For context, this is 65% of the CO2e from the energy used in the brand’s buildings throughout 2021.

The Team

MPB - Sophie Collins, Chief Marketing Officer - Jolene Sickelmore, Regional Head of Brand Marketing - Patrick Williamson, Head of Global Media

CPB London - Helen James, Managing Director - Dave Day, Executive Creative Director - Sarah Beatty, Creative - Helen Cliffe, Producer - Giulia Jolk, Account Management

Contributors

Jellyfish and SSTK Studios