Panoramic image and video tech startup Giroptic struggled to gain awareness and sales. They went in search of a branding and organic traffic solution to turn the engineering genius behind their 360 degree cameras into serious market penetration. With their new customer acquisition funnel broken and their achievements eclipsed by big brands with bigger marketing budgets, Giroptic came to Tangelo to bring the brand alive, at rock bottom pricing.
The dream of a fully panoramic camera goes back to the dawn of photography in 1839, when amateur photography enthusiast and early adopter Martin Behrman put together 11 silver-coated daguerreotypes in a panorama of San Francisco from Rincon Hill. Since then, many OEMs tried to create panoramic cameras but results were spotty and panoramic images were regarded as curiosities or art objects.
In 2008, French engineer Richard Ollier, a graduate of Stanford’s Entrepreneurship Program, launched Giroptic with the goal of becoming the primary provider of HD panoramic cameras for the real estate and tourism industries, where 360 images had an enormous impact on conversions. They won the 2014 CES Innovation Award, which captured the attention of influential figures like French president Emmanuel Macron.With a secured round of series B funding, and the cache of being the first 360 camera on the space station, they were ready to massively scale up.
Like many engineering marvels, Giroptic's products tested well with consumers, and the awards provided needed authority in the photography space, but unit sales were sluggish at just 10 per day on average. The biggest drag was lack of name recognition, because Giroptic was being outspent and eclipsed in the public eye by larger enterprises with massive marketing campaign budgets. Giroptic needed a big win to break through into the public’s awareness, but then also convert that awareness to revenues. They called on Tangelo to lift their brand exposure and rev up sales in the four months leading up the Facebook F8 event in 2017.
Tangelo identified the most passionate responses to the technology and boiled it down to as single message: “Feeling you are right there.” To amplify that, Tangelo designed a campaign around organic and paid social, connections with influencers, and user-generated video where customers shared the full emotional experience of capturing the world through the Giroptic lens.
The campaign built on enthusiastic comments from customers like, “The app is amazing. Very intuitive and easy to use,” and “I shared a video live and used the iMessage feature for the first time this weekend. Amazing to be able to invite friends into my moment.” Together with relevant and inspirational panoramic video by users, Tangelo prepared a social media blitz of coordinated messaging across social platforms. The capstone of the campaign was a giveaway of Giroptic cameras to every attendee at Facebook’s F8 conference.
The marketing impact of the video series was rapid and global. The top video featuring a panoramic view of a park in San Francisco, not far from Behrman’s original series, easily reached 18 million views on YouTube with incredible engagement – 2.1 million views initially, with shares and referrals generating another 16 million views.
The virality of Giroptic’s park video was due to a combination of factors. First of all, it doesn’t feel like advertising. The aesthetic matches video feeds of friends in how organic it all felt - just two people playing around in the park. Viewer could immediately connect and relate to the feeling of “I could be there.” A secondary amplifier was that there was no talking. Without the language barrier, people of every cultural background, in places all around the world, could be part of the experience.
Another aspect that was critical was that we coordinated the shoot with a group of social media influencers to assure instant uptake and broad exposure. Cross promotion on social platforms like Instagram was integral to this success because the organic traffic from various streams fed into and amplified each other. We monitored and responded to comments enthusiastically. Most replies included a CTA to purchase. We tried to make users feel welcomed into the San Francisco park experience. Everyone can be that girl.
At the end of the eight week campaign, Giroptic’s performance at Facebook’s F8 conference was spotlighted in some of the most influential technology sources such as TechCrunch, WIRED, and Forbes. More significantly, though, the exposure led to measurable revenue gains. After Tangelo’s awareness push, Giroptic saw sales revenues grow by 10X - from 10 units per day to 100 per day. In the end, Giroptic shipped 20,000 cameras to creative photographers all over the world.
Giroptic brought astounding innovation to the 360 degree photography industry, but struggled to gain public recognition. Tangelo’s marketing delivered results including 18 million views for a YouTube video, placement in industry sources like a head-turning presentation at Facebook F8 with extensive media coverage, and a sales revenue boost of 10X. Tangelo addressed Giroptic's need from top to bottom - addressing their lack of a marketing strategy, implementing the strategy via multiple tactics and tweaking for optimal measurable performance.
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