Lead generation through
high-production value video course

As part of our market development efforts, we wanted to attract new customers to use our lighting tools in innovative ways. To achieve this, we created a video course focused on a popular topic among our target audience, even if it wasn't typically associated with our brand. This strategy allowed us to build a new database and educate the market about the versatile applications of our products.

To amplify our campaign, we utilized a combination of paid ads, PR, and email marketing. The impact was significant, as our press release garnered coverage in over 25 global publications, such as PLSN, British Cinematographer, and Lighting and Sound, reaching an impressive audience of over 9 million views.

Since January 2021, the course has been integrated into the ARRI Academy umbrella and is now available for $349 on the MZED platform. Not only does it continue to attract the right audience, but it also generates revenue for our company.

Target Audience: System integrators, Lighting Designers, Lighting Programmers, Gaffers, Directors of Photography, Studio Managers

PR reach: 9 mln globally

Social media reach: 1,5 mln

Webpage reach: 30k unique views

Feedback from the audience:

“I loved this course. Before my understanding of DMX was enough to get me through, but Ethernet dmx was always kind of a mystery for me, it seemed like you plug into ethernet *a miracle happens* and then fixtures get data, but this filled in all that gaps. Thank you for this!”

“This is an excellent course! Thorough and well structured. Each module is divided into well marked, easy to find chapters so you can quickly return to parts you want to review.

“Most important training class.“

“Great presentation, I am just beginning to use DMX, I better understand how it works and what it can do.“