A focus on a multi-channel campaign for a brand new camera
With customers in over 70 countries and over 35 years of experience in the industry, Vicon is the world’s number one choice in motion capture.
An innovator in its field, Vicon provides motion products and services to the engineering, life sciences and virtual reality industries, as well as the entertainment sector.
Service overview
- Landing page and homepage redesign
- Digital design
- PPC advertising
The challenge
Vicon approached us with a new camera they wanted to launch, the Valkyrie. They wanted us to create a sophisticated and modern campaign that showed off the product’s unique selling points, encouraging prospective customers to request more information.
With eight weeks before the official launch date, time was of the essence. We weren’t aware of what the camera looked like at this point, but Vicon had provided an example as a reference, saying they wanted a similar parallax design for the launch campaign.
We agreed that a new landing page to promote the Valkyrie, alongside a paid media campaign and temporary homepage reskin, was the right approach.
Click to view the promo video
Landing page design
While people from all industries purchase Vicon cameras, the Valkyrie’s main target audience is the film industry. With this in mind, we opted for a layout that showed off the camera from different angles, taking full advantage of the promotional video Vicon had created.
We wanted the page to stand out, and used parallax scrolling to create a modern, engaging, and distinctive effect for web visitors. The aim was to create a stunning page that would entice customers to scroll through to the end, as well as keep returning.
With this landing page, the stunning images and page design were the most important aspect. While the landing page copy is important, we didn’t want it to overwhelm the page. The key features were kept short and snappy, with the specification hidden in a dropdown, so it didn’t distract visitors.
Our statistics show that 50% of people scrolled the full length of the page, meaning they reached the simple call-to-action form at the bottom.
Our statistics show that 50% of people scrolled the full length of the page, meaning they reached the simple call-to-action form at the bottom.
Even after the launch, the Valkyrie page is still the second most viewed on the site
Homepage Takeover
The homepage is typically the most-viewed page on a website. We wanted to take advantage of this valuable real estate and use it to promote the launch.
We created a homepage reskin, where everything was temporarily branded in the Valkyrie style. This helped enforce brand awareness and push traffic to the Valkyrie landing page.
Paid media support
To support the launch, we set up a pay-per-click campaign in Google Ads, using search campaigns to drive traffic to the Valkyrie landing page.
The search campaign was predominantly driven by branding, targeting searches that contained the keyword ‘Valkyrie’. This helped us target customers that were aware of the Valkyrie camera but not the Vicon brand and limit competition from rivals that wanted to piggyback off the product launch.
Our PPC specialists used audience segment targeting to reach people based on their interests, habits, and demographics, choosing segments relating to various topics, including technology.
The search campaign was regularly monitored, with many negative keywords added to ensure the ads only appeared for relevant searches. This kept click-through rates high and the cost-per-click low.
Conclusion
The campaign led to substantial interest in the Valkyrie camera, with the website seeing a 23% increase in new users and a 21% increase in page sessions.
Even after the launch, the Valkyrie page is still the second most viewed on the site, meaning our work has led to both impressive short and long-term benefits for Vicon.
