FUJIFILM re-introduced instant photography to the US market with its launch of the INSTAX instant photography product line. Since 2012 the demand for INSTAX cameras had essentially doubled year-to-year to the surprise of everyone. The growth was projected to continue at an accelerated pace for the next several years as supply levels grew to meet demands. So there was tremendous pressure to meet executive expectations.
FUJIFILM’s INSTAX business had such a commanding and dominant market share on the instant photography category and in addition FUJIFILM was by far the largest manufacturer and provider of instant film in the world. One might say with this kind of success and strong business foundation in place what would need to be addressed? Yes business was good, real good however the branding and marketing communications were not!
In this world of whereable health technology and face-recognition banking what was driving this analog instant photography market? How can such a dated piece of technology have any appeal in this wireless world let alone be such a critically important and financially successful piece of business for FUJIFILM? To help guide my team and I we took a deep dive and discovered it just so happened that the largest consumer demographic in recent years took a liking to instant photography…the Millennials. By really looking at this unique consumer group we learned the Millenials absolutely fell in love with the concept of instant photography. In response to their technological surroundings we learned that Millennials have distinctly different behaviors, values and attitudes then any other consumer group we marketers have ever dealt with. To them the instant photography was new, it was different and there was something utterly appealing about the permanence of an instant film picture. Personalities connected and cosmic synergies aligned between consumer and product. Instant photography is real, unique and most importantly authentic—just like Millenials. This consumer group not only “discovered” INSTAX cameras, but they embraced this product as their own… they welcomed it’s creativity and spontaneity with open arms. So having a comprehensive understanding of this consumer group was paramount to our creative exploration and brand development.
By late 2018, the Millennial consumer segment will command greater spending power than any generation preceding them.