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Art direction
Copywriting
Social Media
Brand strategy
Influence
Marketing Strategy
WALIBI
IPLN: expertise for sale
IPLN: expertise for sale
Art direction
Copywriting
Social Media
Brand strategy
Influence
Marketing Strategy
IPLN
KEY FIGURES
of partnership, from 2019 to 2025
of partnership, from 2019 to 2025
6 years
6 years
online sales, from €700k in 2020 to €12M in 2025
online sales, from €700k in 2020 to €12M in 2025
×17
×17
of development to launch ipln.fr
of development to launch ipln.fr
10 months
10 months
SECTORS
SECTORS
Tech
PERIOD
PERIOD
2019 – 2025
OVERVIEW
Summary
You can buy a camera anywhere. Advice from a true enthusiast is harder to find.
From 2019 to 2025, Picture Element supported IPLN, the Studient family’s camera shop in Lyon, as it developed its online business. After social media and manufacturer campaigns, we led the creation of the ipln.fr e-commerce website and designed its creator affiliate programme, both launched in 2021. Our guiding aim was to make advice and recommendations a reason to choose IPLN.
The finding
Camera bodies and lenses are the same at every retailer, and the big platforms compete on price. What sets IPLN apart is what a product page cannot show: staff who actually shoot, loyal customers, and creators who recommend the shop. In spring 2020, that capital lived mostly in-store, and lockdown cut it off from its customers.
From then on, one question drove everything: why buy your next camera from IPLN rather than anywhere else?
The stakes
Selling online without becoming just another website. When the Studient family made online sales a priority in 2020, the challenge was to bring to the web what gives the shop its value: advice, trust and community. And to keep pace with an enthusiast's business, driven by embargoed camera releases, manufacturer promotions and peak moments like Black Friday.
The angle
Turning creators into the shop's best salespeople. We came up with a personal creator code, inspired by Fortnite. It is tied to the customer's account at sign-up rather than to a 24-hour cookie, and asks creators for neither content nor exclusivity. Each creator has a page on ipln.fr featuring their gear, ready to buy in one click. Advice now has faces, and every recommendation leads straight to the basket.
The device
Picture Element led the build of ipln.fr: ten months of development, a team of around fifteen people (UX, art direction, front-end, servers, copywriting, SEO) and technical suppliers coordinated by the agency, through to launch on 17 June 2021. From day one, the site brought together the creator programme, the IPLN More subscription, certified pre-owned gear and split payment; BACK ipln, the trade-in module, followed in October.
For the next three years, we acted as the brand's in-house communications team: social media, a weekly newsletter, product pages, campaigns with Sony, Canon, Nikon and Panasonic, Black Friday, and the launch of IPLN Academy in 2024. For the opening of IPLN Paris in October 2024, Share Bien brought the creators on board.
As IPLN built its own marketing team, we refocused on art direction for the major moments: the IPLN Awards and the launch of IPLN Expériences in 2025.
The result
From 2020 to 2025, IPLN's online sales grew from €700,000 to €12 million. Between 2021 and 2024, the company went from 8 to 26 employees, and ipln.fr was ranked No. 1 in its category in Capital's 2025 e-commerce ranking, a position it kept in 2026. In January 2025, the regional daily Le Progrès described a brand “taking off nationally”. Two months later, IPLN's managing director Douglas Studient publicly thanked “PICTURE ELEMENT, with whom Ipln.fr was launched”.
Today IPLN relies on its own marketing team and runs two shops, in Lyon and Paris. The website and creator programme we launched together remain at the heart of the brand.
Summary
You can buy a camera anywhere. Advice from a true enthusiast is harder to find.
From 2019 to 2025, Picture Element supported IPLN, the Studient family’s camera shop in Lyon, as it developed its online business. After social media and manufacturer campaigns, we led the creation of the ipln.fr e-commerce website and designed its creator affiliate programme, both launched in 2021. Our guiding aim was to make advice and recommendations a reason to choose IPLN.
The finding
Camera bodies and lenses are the same at every retailer, and the big platforms compete on price. What sets IPLN apart is what a product page cannot show: staff who actually shoot, loyal customers, and creators who recommend the shop. In spring 2020, that capital lived mostly in-store, and lockdown cut it off from its customers.
From then on, one question drove everything: why buy your next camera from IPLN rather than anywhere else?
The stakes
Selling online without becoming just another website. When the Studient family made online sales a priority in 2020, the challenge was to bring to the web what gives the shop its value: advice, trust and community. And to keep pace with an enthusiast's business, driven by embargoed camera releases, manufacturer promotions and peak moments like Black Friday.
The angle
Turning creators into the shop's best salespeople. We came up with a personal creator code, inspired by Fortnite. It is tied to the customer's account at sign-up rather than to a 24-hour cookie, and asks creators for neither content nor exclusivity. Each creator has a page on ipln.fr featuring their gear, ready to buy in one click. Advice now has faces, and every recommendation leads straight to the basket.
The device
Picture Element led the build of ipln.fr: ten months of development, a team of around fifteen people (UX, art direction, front-end, servers, copywriting, SEO) and technical suppliers coordinated by the agency, through to launch on 17 June 2021. From day one, the site brought together the creator programme, the IPLN More subscription, certified pre-owned gear and split payment; BACK ipln, the trade-in module, followed in October.
For the next three years, we acted as the brand's in-house communications team: social media, a weekly newsletter, product pages, campaigns with Sony, Canon, Nikon and Panasonic, Black Friday, and the launch of IPLN Academy in 2024. For the opening of IPLN Paris in October 2024, Share Bien brought the creators on board.
As IPLN built its own marketing team, we refocused on art direction for the major moments: the IPLN Awards and the launch of IPLN Expériences in 2025.
The result
From 2020 to 2025, IPLN's online sales grew from €700,000 to €12 million. Between 2021 and 2024, the company went from 8 to 26 employees, and ipln.fr was ranked No. 1 in its category in Capital's 2025 e-commerce ranking, a position it kept in 2026. In January 2025, the regional daily Le Progrès described a brand “taking off nationally”. Two months later, IPLN's managing director Douglas Studient publicly thanked “PICTURE ELEMENT, with whom Ipln.fr was launched”.
Today IPLN relies on its own marketing team and runs two shops, in Lyon and Paris. The website and creator programme we launched together remain at the heart of the brand.
PIC TOUCH
Being online before anyone else.
In photography, new cameras are released under embargo, at the same time for every retailer: the first site ready captures the pre-orders of the most eager buyers. We ran every launch like a countdown, with visuals, product pages and the newsletter ready before the embargo lifted, then published together with IPLN's web team. On 24 May 2022, the day Canon announced the EOS R7 and R10, IPLN had product pages, visuals and pre-orders live that morning, ahead of the competition. In 2023, the countdown became a method, with milestones at D-21, D-15 and D-3.
0
0
0
0
0
0
PIC TOUCH
Being online before anyone else.
In photography, new cameras are released under embargo, at the same time for every retailer: the first site ready captures the pre-orders of the most eager buyers. We ran every launch like a countdown, with visuals, product pages and the newsletter ready before the embargo lifted, then published together with IPLN's web team. On 24 May 2022, the day Canon announced the EOS R7 and R10, IPLN had product pages, visuals and pre-orders live that morning, ahead of the competition. In 2023, the countdown became a method, with milestones at D-21, D-15 and D-3.
THEY ARE TALKING ABOUT IT
« Bravo à vous pour la superbe DA […]. Des landing pages de folie, du contenu éducatif en vidéo et en rédac. Chapeau, c’est sans doute l’une des opérations les plus complètes que l’on ait jamais faites en termes de couverture ! »
« Bravo à vous pour la superbe DA […]. Des landing pages de folie, du contenu éducatif en vidéo et en rédac. Chapeau, c’est sans doute l’une des opérations les plus complètes que l’on ait jamais faites en termes de couverture ! »
Douglas Studient
Douglas Studient
Managing Director, IPLN
Managing Director, IPLN
THE FIGURES IN DETAIL
of partnership, from 2019 to 2025
of partnership, from 2019 to 2025
of partnership, from 2019 to 2025
of partnership, from 2019 to 2025
online sales, from €700k in 2020 to €12M in 2025
online sales, from €700k in 2020 to €12M in 2025
online sales, from €700k in 2020 to €12M in 2025
online sales, from €700k in 2020 to €12M in 2025
of development to launch ipln.fr
of development to launch ipln.fr
of development to launch ipln.fr
of development to launch ipln.fr
creators in the affiliate programme
creators in the affiliate programme
creators in the affiliate programme
creators in the affiliate programme
in its category in Capital's 2025 e-commerce ranking
in its category in Capital's 2025 e-commerce ranking
in its category in Capital's 2025 e-commerce ranking
in its category in Capital's 2025 e-commerce ranking
First Black Friday with creators for Images Photo Lyon
Lockdown: click-and-collect, remote sales and manufacturer promotions with creators
Launch of ipln.fr: Images Photo Lyon Numérique becomes IPLN
BACK ipln: trade-in and certified pre-owned gear
Launch of IPLN Academy
Opening of IPLN Paris, in the 10th arrondissement
IPLN Awards: 108 products, 12 categories, over 6,000 votes
Launch film for IPLN Expériences
First Black Friday with creators for Images Photo Lyon
Lockdown: click-and-collect, remote sales and manufacturer promotions with creators
Launch of ipln.fr: Images Photo Lyon Numérique becomes IPLN
BACK ipln: trade-in and certified pre-owned gear
Launch of IPLN Academy
Opening of IPLN Paris, in the 10th arrondissement
IPLN Awards: 108 products, 12 categories, over 6,000 votes
Launch film for IPLN Expériences
First Black Friday with creators for Images Photo Lyon
Lockdown: click-and-collect, remote sales and manufacturer promotions with creators
Launch of ipln.fr: Images Photo Lyon Numérique becomes IPLN
BACK ipln: trade-in and certified pre-owned gear
Launch of IPLN Academy
Opening of IPLN Paris, in the 10th arrondissement
IPLN Awards: 108 products, 12 categories, over 6,000 votes
Launch film for IPLN Expériences
OUR OTHER CABINS
Discover all our other projects.
Print O'Clock
Branding
Campaigns
It's Print O'Clock
TheiCollection
Social
TheiCollection: editing Reels, TikTok and Shorts
So, shall we work together?
Yes
No
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