Case Study: Lowepro Worldwide
Industry: Consumer Electronics Accessories

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Lowepro is a worldwide provider of protective cases for imaging equipment and consumer electronics. Because Lowepro practically invented the camera bag market, the brand name is already well known within the industry. The company recognized that its continued growth required it to reinforce this brand identity in an ever-growing and increasingly competitive market, while simultaneously expanding brand recognition to the general consumer market.

In December 2006, Lowepro selected Matter as its PR partner, based on the agency’s established expertise in the photo industry and relationships with industry and consumer press.

To meet the challenge, Matter developed content rich product announcements to coincide with various industry trade events, before reaching out to various well established connections within the consumer, technology and trade industry publications to place hands-on product reviews of the newest product lines. To directly reach the consumer audience, Matter also developed a social media program that utilizes MySpace, Twitter, Facebook, and Flickr.

Results

• Reached more than 100 top tier media outlets per month, with a combined average audience of 7.5 million readers
  
  
• Established formal social media program with presences at Facebook, MySpace and Twitter
  
  
• Maintained leadership in the photographic industry having received a number of industry awards in 2007