As digital photography gained in popularity, due in large part to smartphones, companies making and developing film saw a sharp decline in the number of prints people made of their pictures even though they were taking far more photos. They came together as a consortium led by Fuji Film and enlisted Rosica to help communicate the importance of printing images. Rosica created educational materials about taking and preserving photographs, sponsored photo contests, provided tips for scrapbooking, identified and media trained a subject matter expert for interviews, and generated substantial earned media coverage. PicturesMatter.com became a go-to resource for moms, as well as photo enthusiasts – from beginners to experienced shooters – seeking advice on digital photography.
We recommended enlisting the services of child psychologist and amateur photographer Dr. Kenneth Condrell, who we identified as an expert spokesman to explain why children need to view printed photos while growing up in order to build their self-esteem and instill a strong sense of family. Rosica also created and executed a national survey commissioned by PicturesMatter.com, which delivered national press coverage and validated Dr. Conrell’s message. The PicturesMatter campaign generated hundreds of millions of media impressions with coverage in major magazines, daily newspapers, and television, including a feature story in USA Today. The campaign is credited with increasing photo printing at retail by 8% within the first year.