For the Dutch company Kamera Express, we provided strategy consulting for the placement of various brands as well as comprehensive online store optimizations and adapted the online marketing activities for the German target market.
Kamera Express is a Dutch company that sells photo and video equipment for every budget. Having been present on the market for more than 25 years now, international dreams were finally to become reality in 2018 as well, and Kamera Express expanded into additional European countries. But the breakthrough in Germany has not yet really happened. An online store and individual branches were already there, but in cooperation with #Die.Digitalfabrik, the Dutch company was finally to become one of the leading photo and video specialists with over 42,000 products in Germany as well.
The challenge since hour 0 was that several Kamera Express brands were to be placed on the German market and thus cannibalization among them had to be avoided. As a result, unique content was created for each individual brand and a sophisticated concept for SEA ads was developed. But how do you place all the brands that offer the same products and should appear equally strong and trustworthy on the market? On the recommendation of #Die.Digitalfabrik, the decision was made to unite all brands under Kamera Express and to now focus entirely on a strong Kamera Express brand presence in the German market.
In order to keep full project transparency as well as effort and costs visible at all times, it was decided to work in two-week sprints. This made it easier for everyone involved to plan ahead. The online store had large areas of incorrect translations, so many showstoppers had to be removed first. After this was touched up and its content comprehensively optimized for the German market, more emphasis was placed on brand awareness and trust among potential customers.
As many touchpoints as possible were created via social media, SEA and newsletter mailings so that the target group could be addressed optimally. Time and again, the challenge was not to interfere too much with the in-house marketing plan and yet adapt the German campaigns to deliver the greatest possible output. This always includes the difficulty of translation and the accompanying need for a cultural transfer of text, image and moving image. Meanwhile, Camera Express can place itself as a serious competitor for its competition and increase its visibility enormously.
We look forward to further cooperation!