About The Company: Sigma Corporation is a Japanese company, known for its lenses, cameras and other photography and video gear. All of the company's products are manufactured in its Aizu factory in Japan.
THE CHALLENGE
Sigma Corporation Japan had earlier been known largely for its quality third-party lenses that were seen as affordable alternatives to native brand lenses from the top camera makers. However, in 2013, the company launched the ‘Global Vision’ Line of Lenses, entirely revamping its product offering and market positioning. The new line entirely reshaped the products in terms of quality and excellence.
India required a significantly different approach in repositioning the brand, given the diversity in the photographers’ community, their cost sensitivity, and their product usage behaviour. Sigma’s products had to be positioned as the preferred choice among the target audience, focusing on quality instead of the price point.
Sigma India did not previously have any communication programs in India or engage with the photographer community directly. Their social footprint was minimal. Sigma did not have any corporate spokesperson in India.
OUR STRATEGY
With limited scope for advertising and corporate communications, PCG addressed this challenge with a community-based approach, encompassing PR and Social Media Conversations and a Digital Outreach program.
We began building a community of photographers in India across multiple platforms - Online and Offline. Upcoming photographers in India were recognised for their work through the SIGMA Ambassador program. Noted photographers across the country were also appointed as key members of the SIGMA Reviewers Community, giving them an opportunity to share their expertise via reviews of products on social media in multiple Indian languages.
Photography workshops across Tier-2 and Tier-3 cities also allowed photographers to get a first-hand experience of the quality of lenses. These were further showcased via social media campaigns in various Indian languages, creating social conversations about the brand, and capability of the new line-up of lenses. Other offline campaigns and events gave photographers across the country a chance to try and experiment with the products and develop more artistic content.
THE OUTCOME
Over 300 reviews of products by Indian photographers were showcased across multiple platforms and to various audience segments. Sigma's share of voice increased by 300% in 5 years. Shetala Agencies, who represent Sigma in India, won multiple awards for the strategy and brand growth in the region.
SIGMA, today, is the preferred lens of the professional Indian photographer.
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