Top photographers showcase SanDisk Extreme Pro's attributes

When MOUSA.I. Co-founder | Creative Director Chris Knight worked as global PR lead for SanDisk while at Cohn & Wolfe, he led the development and execution of a global marketing campaign to help SanDisk stand out in a crowded, commodity market for flash memory cards.

By creating the "SanDisk Extreme Pro" team of professional photographers, the campaign brought the attributes of the world's fastest, most reliable pro-grade card to life for the launch of new product line.

One smart strategy executed across 25 global markets

The primary goals of the campaign were to raise awareness among creative professionals and differentiate the SanDisk brand and a new, high-end line of Extreme Pro flash memory cards, and to drive global sales.

Knight led a team of eight in the U.S. and coordinated with SanDisk's global agencies in APAC, EMEA and Latin America. The extreme photography categories (e.g., fashion, nature, sports and weddings, etc.) were selected because speed and reliability are vital to them.

The campaign spurred award-winning results and accolades

The combination of in-person influencer marketing at global events, mass media placements, and social media amplification drove significant sales and visibility for SanDisk and its new line of Extreme Pro flash memory cards within only a few weeks of their worldwide launch.

The print and online audience reached surpassed 112 million people with more than 750 stories appearing in media outlets including CNET, Gizmodo, The New York Times, and WIRED. The traffic to SanDisk.com spiked by more than 59% on launch day and brought in more than $35,000 in direct sales via the manufacturer's site alone.

PRWeek selected the campaign as the "Best Tech Campaign" of 2009, and it's been written about in multiple textbooks.

More than 16 years later, the "SanDisk Pro" team continues forth

The year following the campaign launch in 2010, SanDisk CEO and Founder Eli Harari dubbed it "the most effective brand marketing initiative in the history of the company." To this day, the SanDisk Pro team of global photographers continues to be a core component of SanDisk's global marketing arsenal.