Ditthania Suryani (G2103263B)
Instax existing app [cons]
People are not using the application. They mainly just download it once and delete the app after knowing how it works. The need for people to use the app is missing. Suggest to revamp the objective of the app.
3 key trends about analog/film photography and user’s behaviours
There are drawbacks of using and keeping photo films.
Younger generations are more concerned about forgetting their memories.
In Singapore, film photography interest are increasing among youth.
(1) Wasting photo films due to camera setup errors. (2) Faded colours over times, especially with unproper storage. (3) Easily lost, or burn in a fire.
More than one third of 18 to 24-year-olds have been more conscious of preserving their memories after the pandemic. Over a third claiming this is the reason for them not deleting their images. They are more concern in forgetting memories/events as compared with other age group.
Due to its signature aesthetic spreading around social media, it attracts youth to create similar effects and preserving their memories beyond digital camera.
*https://www.reddit.com/r/instax/comments/rpgrvh/ how_much_film_do_you_waste_trying_to_get_the/ https://ktwilliamsdesigns.wordpress.com/2018/03/24 /positives-negatives-onpolaroids/#:~:text=Negatives%20of%20polaroids,aspe cts%20of%20the%20image%20might.
*https://www.independent.co.uk/lifestyle/photographs-young-people-poll-b2027607.html
“I love film because of how it feels like I’m creating something physical that will be there for years to come. - Firdaus. *https://youthopia.sg/read/why-film-photography-is-makinga-comeback-among-youths/
Problem
Opportunity
Scattered customer database for Fujifilm Instax.
Increase the needs of people to go digital with photo films.
3 Key Opportunities
1
So, we could secure database in a single digital place.
2
Grow repurchase of Fujifilm Instax refill.
Grow the interest to re-print photos for their loved ones, or their old film.
3
Increase purchase intent of Fujifilm Instax products within the community.
Raise awareness of various kinds of Instax products.
DEMOGRAPHICS
INTERESTS
Female 18 to 40 years old Asian/Singapore (campaign pilot before worldwide launch)
Photography Music Journalling
HABITS
PASSION POINTS
Social media, play casual games, love to save tons of Pinterest references.
Love travelling, have a good taste of visual aesthetics
PAIN POINTS
MOTIVATIONS
Expensive Instax film refill - makes them hesitate to use Instax camera.
Love to create interesting experiences and memories in life
Value Proposition
On top of ‘Don’t Just Take. Give’, Instax value proposition can be enhanced through preserving the memories. When Instax owner give their photos to their friends, they may not have the copy of that particular photo. Which resulted in losing the captured moment. By preserving the film digitally, the moment can be stored, allowing both parties to view it simultaneously.
Transformation goals and desired results
1
Problem
Opportunity
Scattered customer database for Fujifilm Instax.
Increase the needs of people to go digital with photo films.
Goal
So, we could secure database in a single digital place.
2
Grow repurchase of Fujifilm Instax refill.
Grow the interest to re-print photos for their loved ones, or their old film.
3
Increase purchase intent of Fujifilm Instax products within the community.
Raise awareness of various kinds of Instax products.
Increase in data collection accross platforms and build CRM program for remarketing.
Instax newest application aim to preserve memories from physical films. Not only the photos, it is able to save user’s thoughts, expressions and re-print the photo film when they need it. This helps users organise their life memories digitally and able to save physical space for their newest Instax film.
The revamp application aims to help users discover the purpose of using the application as their 'life journal.' This initiative enhances data collection for Instax. Additionally, with the re-print feature, users no longer need to worry about losing their film, hence increasing the demand for Instax film, printers, and products for future use.
Transforming Instax experience.
Instax users from official store
Store their photos outside
Customer’s data collected.
OLD
Take pictures
Instax users from marketplace Untraceable data from 3rd party sellers (marketplace).
Take the polaroid photo with phones
Store in the phone gallery/share on social media
Download Instax app
Scan their pictures into the app
Transforming Instax experience to prevent losing the memories of the polaroid films.
Store their photos outside
Instax users from official store
NEW
Targeted ads to create their InstaxVault account and use the application/ web version preview.
Instax users from marketplace
Download instax app
Customer’s data collection
Introducing the initiatives through targeting people who have interest in photography, analog films.
Re-targeted ads to create their InstaxVault account or use the application/web version preview.
Take pictures Share with their friends (messaging/ social media) Scan their pictures into the app
Save as memories
Reprintable Instax film
Act, Convert
Reach
(owned media – blog)
(landing page)
(email retargeting 1+2)
(paid media – ads)
(ads retargeting 1)
(ads retargeting 2) + web feature preview
Engage
(app features + gamification)
SEO friendly content to attract the customers
Blog Article (listicles)
Trailer reels
With a CTA: create your personal digital vault now!
Introducing the initiatives through a story of friendship and how the photo film memories that they have shared together in the app could make the bond lasts longer in the next 15-20 years time.
Writing articles can help improve website SEO and enable us to reach a wider audience as they are crawled by search engines. In terms of user interest, the majority of the TA like to search 'How to’ content.
Blog article (interview) Q&A interview about sharing tips Of using Instax camera. Aim to improve SEO visibility with a real-life experience from users for the community.
Boosted Posts
Caption Preserve not just photos, but the stories and sentiments that make them special. 📸✨ Turns your Instax into timeless treasures with Instax Vault. A feature where your present moment is secured digitally for your future self and generations. Every moment deserves a lasting legacy. Secure your memories now! #InstaxVault #Fujifilm
The use of the Instax square character across social media channels aims to humanise the campaign, as users are more familiar with the Instax camera compared to a 'vault' image. It also serves as a hint to Fujifilm’s Instax square product.
Engage local KOL
Collaborate with photographer KOL or influencers to share their personal tips and tricks in taking a good analog photo. Example: How to take a good analog pics with early morning lights. Near the end of the video, they will need to highlight InstaxVault feature to keep their memories digitally safe and inform audience their favourite feature. Video size will be vertical (for TikTok) and horizontal (for YouTube).
Landing page
Provide more information about InstaxVault application (including the benefits + video trailer). Also, users can directly unlock their vault by creating an account in the website. Which will direct them to the web preview section for trial. They will have an option to download the app for the full experience.
1st contact (retargeting #1, AB test)
Asking a question based on user’s pain point.
Directly ask new polaroid holders to download InstaxVault
Direct people to the InstaxVault landing page and do vault registration.
2nd contact – email signup notification, but haven’t used or installed the app.
Title: Welcome to InstaxVault – your analog memories are protected
Title:🎉 Happy Birthday! Capture the Moments with InstaxVault App! 📸
First email upon vault registration. It will direct people to try the experience via website or directly download the app.
CRM | Personalised email aim to get closer with the audience and invite them to use the web preview feature or download full app.
Direct people to experience the (trial) web version of the vault before downloading the actual application.
3rd contact – reminder (retargeting #2, AB test)
Behavioural based ad with a character.
Providing possible scenarios that could happen without a back-up photo.
Direct people to experience the (trial) web version of the vault before downloading the actual application.
Remarketing every 3 months through email | Reminder: App notification. Title: We miss you! #Flashback to the first quarter of 2023…
Title: 📸 Elevate Your Memories: Introducing the Instax Square Camera + Exclusive Offer! 🌟
CRM | Remarketing to encourage the use of InstaxVault through a summary of their past memories, aiming to engage them in updating their vault.
Newsletter (CRM) | Information updates about Instax camera square
App notification
Direct people the InstaxVault App / instax camera square webpage (for newsletter)
Image capturing feature + the vault page
Scan page, equipped with AI detector to detect the Instax film shape and captured its actual colours.
Successful image generation notification (+ email notification)
Fill up the memory details (including their current feelings and thoughts)
Memory Vault page with a button to go to the legacy page (rewards page) or to the camera page.
Sharable moments
Connect Instax printer with Bluetooth to print the film.
Once a memory is created, the user is able to share the memory through a messenger app (WhatsApp, Telegram, Facebook Messenger) or on social media in the form of an image. Their friends are able to view the memory on a webpage (for those without the Instax app) or directly on the app itself. This sharable content helps to raise awareness of Instax products among the customer’s mutual friends without Instax devices. Increase the visibility for potential customers in purchasing Instax products.
*** In a time when they or their friends want to reprint the memory, they are also able to connect the Instax printer via Bluetooth.
Gamification page (Legacy rewards)
Notification once user has completed a task.
Legacy rewards page
Point exchange feature
full of tasks that users need to complete in order to get reward points.
Vouchers redemption notification
to convert points into Instax refill vouchers.
Users need to copy the voucher code and key in to the official Fujifilm e-commerce site to use.
Website Incoming Campaign UTM Content Interest Individual Browsing History Bounce rate
Social Media [Facebook, Instagram, TikTok & Youtube views, clicks, shares]
Email / Push Open, Clicks
Traffic Driver Aggregated Performance UTM Tags
Customer Profile CRM Segment
Application New users sign-up Memories generated Rewards completion and redeemption Memory shares
Data Collection
Basic demographic data (name, email address, date of birth, instax camera type)
User’s memories inputs (user’s feelings, photos and personal expressions)
Social media account (FB/Instagram intergration)
Reach on Social Media (SM)
Conversion rate for photo re-print and voucher used.
CTA on SM (paid & owned) Number of APP new users (KPI to grow from 10,000 to 50,000)
(KPI to increase repurchase rate of instax refill by +500% and upsell of new Instax SQ camera by +20%) Number of sharable memories via messager/SM