Driving high-quality coverage and awareness




On a mission to make everyone a true filmmaker of their daily lives, ZHIYUN is a leading brand in the camera and smartphone stabiliser market.
The Challenge Was To Expand In To The EU Market

With a reputation in the US as the pioneering company that provides filmmakers and photographers worldwide

with innovative tools to unleash their creativity, ZHIYUN wanted to expand into the European market. Make Honey was tasked to deliver PR and KOL support in the UK, France and Germany for the launch of the SMOOTH-X, a class-leading selfie stick-gimbal hybrid packed with feature-rich technology.

KOLs were central to stimulate sales in ZHIYUN’s target markets. We secured lifestyle and travel influencers across both YouTube and Instagram to build brand awareness and showcase SMOOTH-X’s smart and easy-to-use features.

As the lead agency in the multi-country campaign, Make Honey compiled an extensive press kit which included a press release, product photography and spec sheets, which identified to new audiences what makes the SMOOTH-X industry leading.

We translated all assets from English into French and German. Each market was tasked with localising the content, creating bespoke media lists and actioning a review programme.

To generate awareness and build brand trust, Make Honey’s London HQ organised product reviews with golden samples for targeted media, and worked closely with local markets to finalise product reviews and stories in publications, including roundup pieces and upcoming features.

The results Reached Millions Across The World

Make Honey’s Reviewer Programme and KOL campaign saw KPIs smashed, reaching millions of people across the world with quality reviews and product key messaging.

Specialist lifestyle, tech and photography influencers were secured in key markets, in total landing 882,000k YouTube views with a total reach of 12.5 million across Europe. Thanks to our careful selection and management of KOLs, coverage achieved an impressive engagement rate of 11.47 percent, way above the industry average of 2.5 percent.

80 pieces of coverage across the UK, France, Germany and the US were secured, with highlights including top tier titles such as BBC, Bemused Backpacker, CNET, Daily Mail, Daily Mirror, Digital Camera World, Forbes, Metro, Stuff, Tech Radar, The Telegraph, Tom’s Guide and VICE. Thanks to Honey’s relentless pursuit of coverage at a local and international level, client KPIs were surpassed by over 50 percent.

“SMOOTH-X achieved great coverage. This is the first time ZHIYUN has landed in big media titles.” Nikki Li, Marketing Specialist at Guilin Zhishen Information Technology Co.

More work

Be radical, choose equality

A billion ways to save endangered colour

See All Case Studies