Case Study: MPB builds national brand awareness for used cameras with UnitedUs

MPB drives 40,989 votes with UnitedUs

The customer, MPB, a used camera and lens retailer, faced the challenge of overcoming the market's perception that second-hand equipment is inferior. They partnered with the vendor UnitedUs to develop a national brand awareness campaign that would reframe used gear as classic and desirable, moving beyond a purely price-driven message.

UnitedUs created a campaign with the core message "used is better than new," utilizing mature language like "iconic" and "classic" and distinctive custom typography. This approach included a "Hall of Fame" microsite that generated significant engagement, resulting in nearly 41,000 votes for favorite camera gear. The solution successfully positioned MPB at the center of the photographic conversation and provided them with a unique, ownable campaign for future use.

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