Be Part of the Seen.

In October 2007, Fujifilm launched its new Z10fd camera via a comprehensive Facebook campaign devised by Soup.

The Z10fd - an affordable, slim compact model available in seven different colours - is something of a product departure for Fujifilm. It is targeted towards young, fashion conscious users in a way deliberately intended to channel the ipod mentality to product ownership.

To reach this audience we worked with Fujiflm to launch a comprehensive digital campaign offering the target audience a chance to win tickets to an exclusive Patrick Wolf gig as well as Z10 products. The campaign focussed around a Facebook sponsored-group page and was supported by an online advertising campaign that ran across Facebook itself – through two roadblocks plus monthly message blasts – plus NME, MSN and Yahoo.

To ensure the Z10 sponsored Facebook page had real interest, longevity and stickiness we also signed up three Fuji Z10 Brand ‘ambassadors’, all individuals who are well-known to the target audience and respected for their various skills and lifestyles.

We chose cult Free-runner ‘Sticky’, fashion and music photographer Camille Bennett and DJ/Celebrity Fifi Brown. They all added weekly blogs and exclusive photographs to the Facebook page for the campaign duration. Their own pages developed threads of feedback and a groundswell of interest in the gig and the camera.

All the online adverts pushed users to a campaign microsite with the offer of winning tickets to the gig hosted by Patrick Wolf. From there they move to Facebook itself.

Fujifilm are more than familiar with the power of communities in marketing. For the last four years Soup has been helping them to grow and nurture MyFuji: an online community for Fuji owners hosted on their UK site.

The Facebook campaign has been a compelling success, measured by users of the Facebook group who then, in turn, registered to MyFuji on completion of the campaign.

Campaign styling worked across the Fujifilm UK product page.