Claudia Van der Hulst

Linkedin
A paid ads campaign designed to showcase the image quality of Intrepid products.

Client —

Intrepid Camera

Industry —

Technology

Intrepid Camera wanted to grow online sales for their large format cameras. The challenge was that the core product was high cost, making it difficult to generate conversions directly through paid ads. We needed to create a strategy that not only showcased the brand’s unique value but also built a funnel that guided potential customers towards purchase.

The strategy

The strategy focused on three key directions. First, use the results of the product, showing the high quality photography that can be achieved with Intrepid cameras. Second, promote lower price point items to make the brand more accessible and generate sales that introduced people to Intrepid. Third, shift from only chasing direct sales to gathering leads, nurturing interest over time until customers were ready to invest in larger purchases.
R1 - showing results - square - 4
R1 - showing results - square - 2
R1 - showing results - square - 3
R1 - showing results - square - 1

My role

I worked as a digital designer on paid advertising. I supported campaign strategy and contributed creative ideas, then designed the ad creatives.
R1 - showing results - square - 12
R1 - showing results - square - 13

The approach

I designed paid ads that showcased striking photography taken with the Intrepid 4×5, paired with clear product placement and simple messaging. This allowed the results to speak for themselves, appealing directly to photography enthusiasts. Lower cost items such as kits and accessories were positioned as accessible entry points. These ads used approachable price framing and consistent shop now calls to action to encourage quicker conversions. For the higher value cameras, the ads leaned towards lead capture, combining aspirational imagery with opportunities to learn more.

The result

The campaign successfully showcased the unique image quality of Intrepid cameras and drove purchases of lower cost items. By introducing a lead generation approach, the ads captured potential customers who could be nurtured into higher value sales over time. This strategic shift balanced the challenge of selling a premium product with the need to keep ads profitable and effective.