In November 2016, we worked with Macphun on their biggest software launch to date. Luminar is Macphun’s first all-in-one photo editor, which adapts to any photographer’s style and skill level.
This was Macphun’s biggest product launch to date, and would be directly competing with the likes of Aperture and Lightroom. We needed to ensure the messaging around Luminar was spot-on so we could gain media interest and support, and receive worldwide coverage.
We worked with the Macphun team to develop a detailed plan and strategy, including deciding a list of ‘Tier 1 media’ – the publications that we most wanted to review Luminar. The campaign’s success would be measured by the amount of coverage from Tier 1 media, across the following territories:
- USA and Canada
- Australia and New Zealand
- The rest of Europe; France, Italy, Spain, Nordic countries
In order to achieve this success, we had to consider the timeline of PR activity around the launch. As with any product launch, we wanted to make as much noise about it as possible. Luminar was due to launch mid-November, so we sent out the first press release announcing the software in mid-October. We segmented our press list into business, Mac, photo, and tech, to ensure each publication received pitches with keywords that would spark their interest and engage their audience. This approach not only picked up over 20 pieces of news coverage worldwide, but also resulted in 80 journalists contacting us to ask for review copies of the software.
Whilst we were pleased with the results of the first release, we wanted to extend Luminar’s reach even further, so we reconsidered our messaging around the product launch. Internally, the Macphun team had dubbed Luminar as a ‘powerful alternative to Lightroom and Aperture’. We made the decision to declare this bold statement to media, as having tested the software ourselves, we knew it stood up to the claims.
When we sent out the pre-order and launch releases in November, Luminar was mentioned in almost 70 publications worldwide. By the end of November, we had received almost 150 requests for review copies of the software. We continued to leverage the media’s interest in Luminar by regularly communicating news to our contacts, including major updates to the software in the first few weeks after its launch, such as MacBook Pro Touch Bar support.
Between October and December 2016, our Tier 1 media featured Luminar nearly 70 times. Overall media coverage currently stands at around 150 pieces – with more flooding in almost daily! Media coverage of Luminar reached over 11 million views and was shared across social media approximately 3000 times, making this Macphun’s most successful product launch by far.
Macphun Software is a Mac app developer, with bases in Kiev and San Diego, focusing on consumer photography and professional digital imaging markets, serving over 30 million customers worldwide. First established in 2008 with a mission to create innovative photography software, Macphun is the team behind: Snapheal, Focus, Intensify, Tonality, Noiseless, FX Photo Studio, Aurora HDR, and Luminar.
The Digital Glue PR team
Digital Glue has worked with Macphun since 2014, headed up by Managing Director, Javan. In 2016, Greta took the reins on the Macphun account, working closely with Macphun teams in the Ukraine and the US to deliver the best results. In true Digital Glue style, the success of the Luminar campaign was a team effort, with Javan, Greta and Ciara all mucking in. The design team merely played with their free copy of the software!Visit the Macphun Website