Australian brand Steve Parish Publishing has hired its first marketing company in its 25 year history.

Sales and publicity for photographer Steve Parish's first autobiography Steve Parish: 50 Years of Steve Parish Photography" is being driven using a social media campaign.

Fan-made YouTube videos counting down the last 50 days until Christmas combining the themes of "12 Days of Christmas" and Parish is the key concept behind this campaign.

This campaign strategy was developed by marketing firm Gray Media Services, Brisbane.

"For brands to be successful online they have to be brave and step outside of their comfort zone which is exactly what Steve Parish has done," said Gray Media Services director Yasmine Gray. 

"This campaign marks the beginning of a new direction for the previously conservative company that seeks to really engage a wider range of audiences across multiple media channels," he adds.

http://www.youtube.com/user/SteveParishAustralia