How We Worked Together

Leica has always been a master at selling cameras, offering a retail experience that’s truly unparalleled. But in the digital marketing realm, each country was working in isolation, even with their search campaigns.

Imagine this: a Leica subsidiary in Europe hires an agency, only to find itself competing for clicks with another subsidiary’s campaign. This redundancy led to wasted efforts, duplicated conversions, and unnecessary expenses. Moreover, while they were achieving success in search advertising, it didn’t address the core issue Leica aimed to resolve - building brand awareness among a new generation of consumers.

The solution was a game-changer: a holistic and localized digital marketing strategy, focusing on streamlined processes and enhanced organization. To dive deep into Leica’s goals and opportunities, our team of elite digital marketers conducted several workshops and educational sessions at their Wetzlar headquarters with Leica’s in-house team. Our unified mission was clear: elevate brand engagement, amplify awareness of products and launch events, and ultimately drive sales. We knew that achieving these goals required boosting activity at the top of the marketing funnel.

After careful consideration we turned to the Google Marketing Platform to manage Leica’s ad buying and tracking, ensuring transparency across all subsidiaries and aligning efforts in search, display, and video advertising. Google’s Campaign Manager 360 played a crucial role in attributing success to various campaigns, illuminating the effectiveness of our efforts with the launch of Leica’s latest camera model, the M11-P.

The Results

Leica’s new digital strategy enabled them to:

1. Optimize Spending:
By embracing centralized agency management, we slashed unnecessary expenses and transformed our spending strategy. Imagine turning a leaky bucket into a precision-engineered vessel, ensuring every dollar goes further and delivers maximum impact.

2. Increase Efficiency:
We streamlined efforts and resources, cutting down on duplicated work and supercharging our productivity. Picture a well-oiled machine where every part works in perfect harmony, driving us forward with greater speed and efficiency than ever before.

3. Enhance Data Utilization:
By breaking down silos and fostering improved data sharing, we unlocked a treasure trove of insights. This enabled us to optimize faster and smarter. Imagine having a crystal ball that provides real-time insights, guiding us to make informed decisions swiftly and effectively.

4. Ensure Consistent Quality:
We empowered regions by giving them access to top-tier advertising specialists, ensuring high-quality execution across the board. Think of it as assembling an all-star team where every player is
at the top of their game, guaranteeing excellence in every campaign and initiative. These transformative strategies have paved the way for a more efficient, data-driven, and high-quality approach, propelling us towards unparalleled success.