Case study / Atomos / Digital Marketing
Atomos – A Data Driven Campaign
Atomos is a global manufacturer of professional camera monitoring and recording tools designed for filmmakers, content creators, and video production professionals. Known for innovation and high-performance technology, Atomos products empower creatives to capture, monitor, and produce high-quality visual content across film, broadcast, and digital production environments.
Previous case studyThe Challenge
While Atomos had built strong brand recognition through organic channels and influencer partnerships, a significant portion of potential customers remained outside their existing marketing reach. The brand wanted to expand beyond its established audience and attract new creatives who were not yet engaging with their ecosystem.
The challenge was to introduce Atomos to a broader but highly relevant creative audience while maintaining its premium, professional positioning. This required a strategy that could identify and engage untapped segments of filmmakers and content creators, guiding them into the sales funnel through targeted messaging and performance-driven campaigns rather than relying solely on organic discovery.
The Approach : Phase 1
Our strategy focused on building broad awareness by positioning Atomos as a complete professional ecosystem rather than a collection of individual products.
Messaging was kept high level and outcome led, highlighting improved image quality, faster workflows and professional results over technical detail. Short form video was used to capture attention and establish credibility with filmmakers and creators ready to move beyond entry level gear, while creative was structured around key product categories to maximise relevance within a unified brand story.
Key insights
- Static creative consistently outperformed video and carousel, despite a video-first audience
- Core target market proved highly niche, contributing to higher cost per purchase
- Bold product imagery and clear, value-led messaging performed best at awareness
The Approach : Phase 2
Building on learnings from the initial testing phase, Phase 2 focused on more effectively reaching the existing core audience through a persona-led creative approach.
Creative and messaging were refined to speak directly to audience-specific problems, motivations and aspirations, with a stronger emphasis on clarity and value over format complexity. By scaling the strongest-performing creative, messaging and product categories, we were able to significantly improve efficiency and performance within a highly niche market.
Key insights
- Persona-led messaging significantly improved relevance and performance within a niche audience
- Clear, value-led creative continued to outperform more complex or narrative-driven formats
- Static creative remained the most efficient format for driving scale and return
- Scaling proven creative delivered outsized gains across efficiency and volume
The Outcome (Phase 1-2)
From Phase 1 to Phase 2, the strategy was refined to focus more heavily on high-intent audiences and performance-driven optimisation. Creative messaging, audience targeting, and campaign structure were continuously adjusted based on real performance data, allowing us to scale what was working while reducing inefficiencies.
367.8%
Increase in total purchases
178%
Increase in purchase conversion value
77.3%
Decrease in cost per purchase
161.9%
Increase in ROAS
The Approach : Phase 3
With a strong performance formula established, Phase 3 focused on expanding reach beyond the highly niche core market by targeting an emerging audience with lower cost barriers to entry.
Entry-level products were introduced to bring new customers into the funnel earlier, while maintaining relevance through persona-led creative tailored to identified segments: content creators, prosumers and early-career creators.
Key insights
- Broadening audience reach reduced reliance on a highly niche core market
- Entry-level products were effective at driving efficient acquisition and early brand relevance
- Persona-specific creative maintained performance while scaling into a broader audience
- Iterating on our established creative frameworks (from phase 1 and 2) delivered continued gains without compromising efficiency
The Outcome (Phase 2 -3)
The campaign delivered continued growth in total purchases and conversion value, while further lowering the cost per purchase. Improved efficiency and stronger return on ad spend demonstrated the impact of ongoing optimisation, reinforcing a scalable performance strategy that continued to drive profitable growth for Atomos.
62.1%
Increase in total purchases
62.4%
Increase in purchase conversion value
21.7%
Decrease in cost per purchase
27.7%
Increase in ROAS