Creating Cultural Relevance with Global Camera Brand, instax

instax challenged us to work with them on delivering a social-first strategy that focuses on targeting Gen-Z.

Our initial approach focused on copy - using social-first phrases, emojis and general tone that reflects the target audience. In line with platform requirements, we’ve increased the amount of video content across platforms.

On Twitter, we leaned into copy-based reactive content, leading to a 66% increase in ER. To support the launch of the mini12, we attended the instax London influencer event, capturing content to create insight for the wider audience.