Pink shows that you can get Generation Z excited about retro photography

Generation Z may have just missed out on the good times of instant cameras. Now Rosarot has been commissioned to promote the market launch of Fujifilm's new instant camera to this target group with an influencer campaign.

Rosarot zeigt, dass man die Generation Z für die Retro-Fotografie begeistern kann

Now that instant cameras have disappeared from the memory of most generations - or have never even made it there - Fujifilm is launching a new model and entering the race for the favor of young people. The basic concept of the camera is retro - but its functions have been modernized and tailored to the needs of Gen Z. The "Instax Mini LiPlay" can be used as a portable printer, for example, and can also record sounds and voice messages and integrate them into the photos using a QR code.


Generation Z in focus

Rosarot's marketing concept focused on a credible and target group-oriented presentation of the product. A broad influencer and follower analysis formed the basis of the launch campaign. The selection resulted in 16 creative influencers.


Over 33,000 likes

Following the agency briefing, the influencers created 30 posts that demonstrated the versatile possibilities of the camera to their followers. A total of 33,030 likes and 1045 comments were generated. A success that, with a total reach of around 600,000 people and an engagement rate of 5 %, triggered numerous positive reactions and also left Fujifilm impressed.

Generation Z

Responsible at Fujifilm: Oliver Wehrli (Head of Marketing Photo Division). Responsible at Rosarot: Labinot Gashi (Consulting and Concept); Moreno Carroccia Caroline Etter (Influencer & Campaign Management).

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