BRAND:
Fujifilm
AWARD CATEGORY:
The Best Event with Social Media Strategy
CAMPAIGN TIME RANGE:
01/06/2025 - 30/06/2026
CREDITS:
DirtyPaws
CASE STUDY VIDEO
STRATEGY
FUJIFILM TURNED A PRODUCT LAUNCH EVENT INTO A BRAND WORLD PEOPLE WANTED TO BELONG TO.How did Fujifilm turn a product launch, typically constrained by commercial and technical messaging, into an annual brand platform that customers would long to join every year?
Fujifilm faced a complex challenge: launching three cameras with three different experience directions at once, while still conveying a unified brand spirit. This was also an opportunity for the brand to tell its own story: from a 90-year history rooted in film and imaging technology, to a multi-industry journey (printing, healthcare, cosmetics, AI, materials), and the distinct identity of Fujifilm Camera in the world of photography.Building on its heritage in film and photo paper, Fujifilm wanted to use the exhibition to place people at the center, not equipment. The ultimate value of photography lies not in the camera, but in the photographer and the story behind each image.The challenge was therefore not just helping customers understand the differences between products, but also creating reasons for them to build lasting connections with the brand. So instead of showcasing features, Fujifilm took a reverse approach: helping users discover their own photographic style first. From there, they would recognize which camera reflected their way of seeing.An immersive brand experience event thus became the centerpiece of the campaign, because only a vivid, multi-sensory experience could help customers discover their photographic identity.
INSIGHT
After 90 years alongside photography, Fujifilm believes that a camera is not merely a tool for taking pictures, but the starting point for each person to discover their photographic identity.But to truly understand which camera fits them, users need to experience it within a complete photographic world where tools, aesthetic inspiration, and like-minded people can come together.
CREATIVE IDEA
i/IDENTITY by Fujifilm
We are what we shootBased on this understanding, Fujifilm transformed its three new products into three ways of seeing, each representing a different photographic identity. The campaign then invited people into a journey of discovering who they are creatively, and which camera best reflects that way of seeing.This idea built a complete photographic world for the campaign, where participants could see themselves reflected in different photographic identities while being encouraged to express that identity to the wider community. Social media therefore became essential, helping users express themselves, see others like them, and spread the feeling of belonging to the photography community Fujifilm had created.
CONNECTION PLAN
To spark engagement, Fujifilm used social media to open up a conversation around identity through a manifesto film, key visuals, and branded content that introduced the Fujifilm world. Once attention and curiosity had been established, the brand made the experience more personal by drawing users into an identity quiz designed to reveal their photographic persona.Through the quiz, users received an invitation to discover what kind of photographer they were. This became the trigger that made them more excited to share on social, supported by additional brand content such as workshop information and event experience updates.At the event itself, the exhibition space was designed to transform Fujifilm into a house of identity for users to explore freely. Heritage zones, camera trial areas, workshops, and photo spots immersed attendees in the Fujifilm world. This allowed them to compare themselves with different identity types, see the camera as an extension of how they see, and feel that this perspective was valued by both the brand and the community.At the same time, social media continued to act as a real-time amplification layer through onsite updates, workshop recaps, public exhibition reminders, KOL and photographer content, and UGC from attendees.After the event, social media extended the life of the campaign through recap posts, thank-you content, a highlight video, and most notably, handwritten feedback from attendees themselves. This continued to build social proof around the appeal of the Fujifilm's brand world.
OBJECTIVE-BASE KPI
[1] objective: Drive event sign-up participation | platform: Event / Landing Page | metrics: Form sign-ups | kpi: 3,000 | result: 7,929 | compare_with_benchmark: 264% target | source: Internal Reports
[2] objective: Convert interest into actual attendance | platform: Event | metrics: Event attendance | kpi: 3,000 | result: 5,302 | compare_with_benchmark: 176% target | source: Internal Reports
[3] objective: Drive event response via social media | platform: Social Media (Meta) | metrics: Event responses | kpi: 3,000 | result: 3,500 | compare_with_benchmark: 117% target | source: Meta Ads Report
[4] objective: Strengthen brand visibility through PR | platform: PR | metrics: PR views | kpi: 8,000 | result: 14,398 | compare_with_benchmark: 180% target | source: PR Reports
[5] objective: Drive identity engagement within event ecosystem | platform: Microsite / Quiz | metrics: Quiz participants | result: 5,100 | compare_with_benchmark: High participation vs total attendees | source: Internal Reports
[6] objective: Generate social proof from event attendees | platform: KOL / UGC | metrics: Total posts (KOL + UGC) | result: 589 | compare_with_benchmark: Strong community participation | source: Vendor Reports
[7] objective: Amplify community engagement | platform: KOL / UGC | metrics: Total engagement | result: 98,990 | compare_with_benchmark: High engagement driven by attendees | source: Vendor Reports
