Case study · Lifestyle · Ireland · 2016 to 2018
Instant cameras, lasting coverage.
Bannerton ran consumer PR in Ireland for FUJIFILM instax cameras and the Imagine photo printing service from 2016 into 2018. We turned every gifting moment in the calendar into coverage, and took a fun little camera all the way to the Financial Times.
Editorial value at three times advertising value, October 2016 to July 2017
Combined readership and viewership over the same ten months
The challenge
Every brand wants the gift pages
Instax lives on gifting moments, and every gadget brand wants the same pages at Christmas, Valentine's and Mother's Day. FUJIFILM Ireland needed instax in front of young, style conscious buyers. It also needed Imagine to persuade people to print the photos sitting on their phones.
What we did
A calendar of reasons to write
We planned the year around the moments people buy for, from Christmas and Valentine's Day to Mother's Day, Father's Day and the wedding season. Gift guide copy and product went to the glossies, the nationals and regional papers. We put cameras in the hands of Irish influencers including Vogue Williams, Nicola Hughes and Daniella Moyles, and secured competitions and TV slots on Ireland AM, Xpose and the 98FM Christmas Grotto. Tech reviewers tried the cameras for themselves, which brought repeat reviews in the Irish Independent through 2017. In August 2017 we announced the instax SQ10's EISA award, and by then the plan for the next Christmas was already written.
Every gifting moment, a reason to write.
The results
From gift guides to the Financial Times.
Dec 2016
Christmas gift guides and competitions ran in the Irish Independent, the Sunday Business Post and VIP, with TV slots on Ireland AM and Xpose.
Mar 2017
Mother's Day coverage landed in the RTÉ Guide, the Belfast Telegraph, The Sun and the Times Ireland edition gift guide.
Jun 2017
The Financial Times ran Candid Camera on page 16, and Ireland AM featured instax in its Father's Day gift guide.
Jul 2017
The Sunday Times featured the range on pages 27 and 31.
Jul 2017
Ten months of coverage reached a combined readership and viewership of 56 million, worth €1.2m in editorial value at three times advertising value.
In pictures
Where FUJIFILM instax was read
