It Takes More
Global content strategy
Getty Images needed to re-engage their global audience in an ever-changing digital world.
Stereo created a global content strategy, successfully changing perceptions and re-establishing the brand among this crucial audience in multiple territories.
We created an overarching campaign, “It Takes More”.
The first sub-campaign, ‘Shoot the Shoot’, followed Getty photographers to unveil the work goes into producing each image. A global content campaign, ‘Digital Talent’, saw us partner with 12 key influencers in 12 markets to produce a series of soft-touch social films. Once the audience was re-engaged, we created a competition platform to give them a chance to work with major brands, establishing Getty as a key creative partner. We also created the Getty Images Pro app so that photographers could be briefed from anywhere in the world.
It Takes More not only changed brand perceptions, but lead to significant sales uplift in key markets. Both campaigns enjoyed significant engagement across every market, exceeding our original targets to such a degree that Getty Images chose to make ‘It Takes More’ one of its 4 brand pillars.