FUJIFILM Mirrorless Campaign Case Study

FUJIFILM is one of the largest and oldest photography companies in the world. Marketing Bangkok has worked with FUJIFILM for many years on a wide range of projects. In the competitive space that is digital cameras, FUJIFILM managed to create a nice niche by being one of the first to develop a mirrorless camera range. The mirrorless camera range has been a huge success for FUJIFILM, and they wanted to further capitalize on this by creating a massive online and offline multilingual marketing campaign throughout Southeast Asia.

To help FUJIFILM achieve this, Marketing Bangkok helped with developing the concept of the campaign. To reach the objective, we proposed that FUJIFILM develop a multilingual web application where current FUJIFILM Mirrorless Camera owners can share their pictures. We built a competition around the web application to maximize users’ submissions. Then we utilized all the amazing submissions from FUJIFILM owners to market to DSLR camera owners and non-FUJIFILM camera owners, showing how good the FUJIFILM mirrorless camera range is, promoting the benefits of using a FUJIFILM Mirrorless Camera.

To help FUJIFILM achieve this, Marketing Bangkok helped with developing the concept of the campaign. To reach the objective, we proposed FUJIFILM develop a multi-lingual web application where current FUJIFILM Mirrorless camera owners can share their pictures. Build a competition around the web application to maximize users submissions. Then utilize all the amazing submissions from FUJIFILM owners, to market to DSLR camera owners and non-FUJIFILM camera owners, showing how good FUJIFILM Mirrorless Camera range is, promoting the benefits of using a FUJIFILM Mirrorless Camera.

Marketing Bangkok’s Responsibilities

Develop a marketing campaign concept to help achieve FUJIFILM's objectives.
Design & develop a photo competition web application.
Promote the web application to existing FUJIFILM owners.
Promote the web application’s extensive photo library to DLSR and non-FUJIFILM camera owners.

Web Application

Marketing Bangkok designed and developed a dynamic web application packed with a lot of powerful functionality. Our web application allowed users to register and then upload photos or videos. Our application would then take the EXIF information from each photo and display the photo's ISO, Shutter Speed, and Aperture.

Each user who registered and uploaded got their own profile and gallery pages.

We embedded social media plugins so that submissions could be shared, and we added other user engagement functionality so that each entry could receive votes and comments.

Photograph submissions were then compiled into various categories including the specific FUJIFILM camera each photo was taken on. Over the course of the campaign, we amassed a large number of photos across the FUJIFILM Mirrorless Camera range.

As the campaign was run throughout South East Asia, the web application was also multilingual, supporting English, Thai, Vietnamese, and Indonesian languages.

Advertising Campaign

We utilized Google and Facebook ads for this campaign. We set up a new Facebook page and were able to go from 0 page likes to 78,000+ page likes in four months.

To achieve this, we promoted the campaign through Facebook's advertising platform but also encouraged users to share their own and other photo submissions from the web application. By having users share their photos and other photos from the web application, we were able to benefit from a viral effect, with some user submissions having thousands of shares.

To achieve this we promoted the campaign through Facebook's advertising platform but also encouraged users to share their own and other photo submissions from the web application. By having users share their photos and other photos from the web application, we were able benefit from a viral effect, with some user submissions having 1000's of shares.

Our strategy with Google Ads was to target users who were already in the research phase of buying.

First, we targeted users who were searching for FUJIFILM cameras and directed them straight to our web application page, which is full of photos taken on those cameras.

Our second target was users who were searching for DSLRs and other camera brands and models, directing them to the photo competition so that they could learn more about FUJFIFILM Mirrorless Cameras and see real examples of users’ photographs.

With Google Ads, we were able to achieve 401,001 clicks and 84,000,000 impressions on our ads.

To respect our client’s privacy, specific numbers and figures have been hidden.

Campaign Results

Overall, the campaign was a huge success and we were able to promote FUJIFILM Mirrorless Cameras to hundreds of thousands of people throughout South East Asia while engaging with existing FUJIFILM Mirrorless camera owners.