The company I work for, ProAV, became one of the first three UK retailers to secure an official distribution partnership with RED Digital Cinema, a globally renowned brand known for its use in productions like Stranger Things and Guardians of the Galaxy, expectations were high. However, despite RED’s international reputation, the UK market proved difficult to penetrate.

The sales team quickly encountered a challenge: selling £20,000+ cinema-grade cameras in a market where RED lacked the same brand recognition and emotional trust as in the US. After one month of zero sales, it was clear that traditional outreach methods were not working.

Strategic Initiative:

Recognising this disconnect, I proposed a multi-platform digital marketing strategy to senior leadership, focused on creating demand and trust simultaneously. The plan revolved around a 1-month integrated campaign across:

• Search Engine Optimisation (SEO)

• Pay-Per-Click (PPC) Advertising

• Paid Social Media Campaigns

Our goal was to build brand affinity for RED in the UK market, educate the target audience on the value of cinema-grade technology, and drive qualified leads directly to a bespoke product landing experience.

Execution:

1. SEO Content Strategy

• Created highly targeted blog content and product landing pages optimised for RED-related search queries

• Positioned ProAV as an authority in digital cinema and high-end production workflows

• Added structured data to improve visibility in rich search results

2. Paid Search (PPC)

• Launched Google Ads campaigns focused on high-intent keywords like “buy RED camera UK”, “RED cinema camera for sale”, and “professional film cameras”

• Optimised ad copy and landing page alignment to enhance Quality Score and reduce CPCs

3. Paid Social Media

• Ran awareness and retargeting campaigns on LinkedIn and Facebook, targeting UK-based production houses, DoPs, filmmakers, and agencies

• Used video teasers, client use cases, and RED content from ProAV’s studio team to build authenticity and engagement

• Deployed lookalike audiences and retargeting to increase conversion rates mid-funnel

Results (Within 3 Weeks) :

• 19 RED cameras sold, each priced at £20,000+ — generating over £180,000 in revenue

• Significant increase in RED product page traffic and on-site engagement within the first 7 days

• Improved conversion rates through combined retargeting and content-led traffic

• ProAV became the first UK retailer to successfully sell RED cameras online, establishing early market credibility

Key Takeaways:

• High-ticket items require strategic trust-building as much as demand generation

• A multi-channel approach with integrated storytelling, education, and precision targeting can unlock new market adoption

• Internal initiative and stakeholder buy-in were essential to pivot quickly after initial market resistance

As the Digital Marketing Specialist, I led the Paid Search, SEO, and content strategy to increase qualified traffic, boost online sales, and improve brand visibility for Canon, Sony, and Blackmagic Design.

– Digital Planning and Execution –

SEO Optimisation:

• Conducted a full technical SEO audit to resolve crawl issues, improve site speed, and optimise indexing for over 500 product and category pages.

• Performed keyword mapping to improve rankings for high-intent commercial terms like “mirrorless cameras under £1000” and “best vlogging tripods.”

• Created and optimised content-rich landing pages and blog posts (e.g., “DSLR vs Mirrorless: Which Is Right for You?”), helping boost organic visibility by 68% YoY.

• Built backlinks through strategic partnerships and PR outreach, increasing domain authority and improving search competitiveness.

Paid Media Strategy (Google Ads & Paid Social):

• Managed a monthly budget of £10,000+, running performance campaigns across Google Search, Shopping, Display, and Meta Ads.

• A/B tested ad copy for seasonal campaigns and flash sales, resulting in a 22% CTR uplift and a 18% increase in ROAS.

• Used audience segmentation (photography students, professionals, filmmakers) to personalise messaging and offers.

• Introduced a remarketing funnel on Facebook and Instagram that reduced cart abandonment and lifted conversions by 26%.

Analytics & Reporting:

• Set up conversion tracking and event tagging using GA4 and Google Tag Manager.

• Monitored KPIs weekly (CPC, CTR, ROAS, bounce rate), delivering actionable reports to stakeholders and adapting campaigns accordingly.

The Outcome (Results):

+74% increase in organic traffic over 12 months

+31% increase in online sales directly attributed to paid campaigns

-19% decrease in average CPA through bid optimisation and negative keyword management

+18% email sign-ups, feeding into long-term retention campaigns

Skills: Digital Marketing · Paid Search Campaigns · Search Engine Optimization (SEO) · E-commerce SEO · Social Media Advertising · Data Analytics · Web Analytics

When Blackmagic Design announced the Video Assist 5″ and 7″ 12G HDR monitors, the excitement was palpable. These monitors offered high-end features, such as 4K recording, HDR screens, and RAW support, at a disruptive price point. The Marketing and Product teams at ProAV anticipated strong demand but had no concrete data to predict the scale of uptake in the UK market.

To validate the potential and drive early traction, I developed and led a multi-platform digital marketing strategy that would position ProAV as one of the go-to retailers for this new release.

Strategy

1. SEO Content

Created and optimised landing pages and blog content focused on keywords such as “Video Assist 12G HDR UK”, “Buy Blackmagic 5 inch monitor”, and “Blackmagic Video Assist review”

Added structured data for product markup to support rich search results

Developed comparison content between Video Assist and competing monitors from Atomos and SmallHD

2. PPC Campaigns:

Ran targeted Google Search ads focused on high-intent terms like “Blackmagic Video Assist buy” and “Best 4K HDR video monitor”

Set up Google Shopping ads to boost visibility for product SKUs with pricing and availability

3. Paid Social Media (Most Effective Channel) :

Created launch countdown campaigns across Facebook, LinkedIn, and Instagram using Blackmagic teaser assets and ProAV product explainer videos

Targeted professional filmmakers, videographers, and production companies in the UK and EU

Deployed retargeting campaigns to visitors engaging with RED, Sony, and Canon product categories

Key Results:

Paid Social Media outperformed all other channels in both engagement and conversion—CTR exceeded benchmarks by over 35%

As performance scaled, we quickly realised demand was surging—we placed an emergency order for 200 extra units by the end of week one

Within the first 7 days, over 100 units were sold online

By the end of the first month, all 200+ units were sold, making the launch one of the fastest-moving product releases for that quarter

Lessons & Insights:

Social engagement was a leading indicator of buying intent; using it as a demand signal allowed us to act quickly and prevent stockouts

A combined education + promotion strategy across SEO, PPC, and Paid Social proved critical for a technical product launch

Reacting to performance data in real time was vital—scaling budget and inventory simultaneously ensured we maximised revenue while maintaining customer satisfaction

Tools Used:

• Google Ads, Google Shopping

• Meta Ads Manager

• WordPress + WooCommerce

• GA4 & Looker Studio

• Facebook Pixel + LinkedIn Insight Tag