We helped to identify and unlock digital marketing opportunities for Canada’s Greatest Camera Store.
With a brick-and-mortar presence stretching from Halifax to Vancouver, Henry’s has been the most trusted retailer in the Canadian camera market for over 100 years. As their product mix evolves and new digital-first audiences emerge as opportunities for growth, they were looking for a digital partner that could help them rapidly improve digital media performance, reach new audiences, and create a sustainable, predictable source of online revenue and profitability.
Rapidly drive eCommerce growth and begin diversifying audiences and revenue channels.
What We Implemented
A refocus on rigour and resource usage.
We needed to open up new, always-on, profit-generating channels.
While already investing meaningfully in search marketing, Henry's had yet to unlock the value of paid social - a substantial opportunity for a business reaching photographers, artists and technophiles.
Using entirely existing assets, we launched a robust program in less than a month, and it immediately delivered results.
We took a hard look at where money needed to be invested to yield growth.
Like many brands, Henry's had a heavy mix of investment in branded search, shopping, and traditional search marketing. Though it was unconventional, we projected that reducing our branded investment would allow more room to grow in generic - so we made the change. The results speak to what happens when you focus on the big picture.
Today, we are exploring new audiences & growth opportunities together.
The emergence of the creator economy has presented entirely new product, marketing and digital opportunities for Henry's, and we are now at the forefront of driving growth in these new categories.
From new channels to more refined and dynamic creative, diversification into video & influencer, and a disciplined approach to measurement in these emerging categories, we've made major strides in building the future of Henry's marketing program.
Diversified, sustainable & scalable growth.
eCommerce Revenue Growth
Reduction in Ad Spend
“Other. has delivered the agility, rigour, and expertise that has allowed us to unlock the potential of our digital revenue channels & accelerate at an important time in our business. They have become a critical partner that we rely on.”
Like these results? Let’s build the future of your marketing program.
From quickly switching partners to carefully assessing needs, we’ve been through many change scenarios and are ready to discuss your unique situation.