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Launching the Conquest HDX Binoculars to British Wildlife Watchers
The Challenge
In late 2024, ZEISS was launching their new Conquest HDX binoculars. They wanted to make the most of this important launch by using a digital-first marketing approach to reach online-savvy and knowledgeable bird and wildlife watchers. This way, they could help these folks make an informed buying decision before their next binocular upgrade or purchase.
“We loved the features that B&G put together and the company is such a pleasure to deal with.” 🖋️
Faye Napper, Head of Marketing at ZEISS consumer products
The Goal
ZEISS teamed up with Beaver & Grouse when they wanted to plan a digital-first marketing campaign for their new Conquest HDX binoculars. These binoculars are designed for seasoned birders and wildlife enthusiasts, and they wanted to connect with the right audience to highlight the Conquest HDX’s unique features.
The Solution
We had an exciting idea! We planned a 3-month campaign in the autumn and featured ‘PRO BIRDER’ and ‘PREMIUM OPTICS’ sponsored features in all our media. Then, we shared this content on social platforms using both paid and organic advertising to reach seasoned bird and wildlife enthusiasts. We used data from these platforms to target our audience. The content was hosted on our British Wildlife Watching publications and shared across Facebook, Instagram, X, and Bluesky. On Meta, the average click-through rate (CTR) was an impressive 9.19%!
The Results
ZEISS conducted some internal tests using a ‘Buy Now’ button UTM and B&G noticed a great deal of success through their own tracking. Our creative campaigns were particularly successful, yielding these results:
Reached over 50,000 experienced British wildlife watchers 🤩 🦉
Delivered more than 11,000 feature and review reads 📗
Provided warm and hot 🔥 traffic to ZEISS UK website 😍
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