NEEWER RGB 1200
One Light. Endless Possibilities.

A multi-platform micro-campaign designed to showcase the RGB 1200 Panel Light and increase name recognition and brand awareness of NEEWER.

Advertorial vs. Advertising Content
Our goal is to create content that serves a vital function as advertising, but also creates opportunities for engagement on other platforms. Our research into photo/video equipment has shown that the most effective channels for NEEWER are YouTube and Instagram, but users on these channels tend to ignore “hard” advertisements, preferring instead to view content that shows novel use of equipment, interesting results, or education. We call this type of content “advertorial,” because it is editorial in nature, but ultimately focussed on selling a product.

Versatility-Focussed Campaign
For the NEEWER 1200, we propose a micro-campaign entitled “One Light. Endless Possibilities.” that showcases the versatility of the RGB 1200, but does so in a novel way that will engage viewers. The heart of this campaign will be a short video, tentatively titled “20 Lighting Styles in Under a Minute,” where we will show a lively variety of lighting “looks” that can all be achieved using the NEEWER 1200. Shots will alternate between final frames of the model and wider setups where the light setups will be visible, interspersed with “beauty” shots of the panel lights. This video will be uploaded to the NEEWER channel on YouTube where it can attract viewers not as a hard advertisement, but an inspiration and technique video.

Multi-Channel Cuts
Content will be produced from this central video to create effective advertisements edited for specific channels. For example, the advertisement running in-line with product searches on Amazon will have different goals than an advertisement that will run on Instagram, and our edits will reflect this. Amazon in-line ads should push name-recognition and brand-awareness first, followed closely by the product “beauty” shots, then end with engaging and inspiring footage of the various “looks” to pique customer interest. Instagram, on the other hand, should lead with engaging imagery (ideally a multi-color setup), followed by the product beauty shots, then the company branding. Every channel has slightly different user behavior profiles that will be accounted for in the edits.

Stand out from the Competition
Our research shows that nearly all of NEEWER’s price-competitors use the same style and format for their video ads, leading to a flat, generic look across the industry. Rising above this status-quo with creative campaigns will increase NEEWER’s position as a standout brand and not “one of the pack.” We strongly recommend creating distance from current price-competitors.

Deliverables

  • YouTube video

  • Amazon in-line video ad

  • Instagram video ad

Timeline & Quote
We can move quickly on the execution of this campaign, likely delivering ads for placement by the end of the month (November). We are quoting $2,500 for the campaign and deliverables.

Note: Above image is for purposes of illustration/inspiration only. Final shoot will utilize a single model.