Polaroid InstaColor20
The project aims to create an integrated marketing campaign to promote a new product on the market.
Vintage, including modernized Polaroid cameras, has seen a resurgence in recent years, sparking a renewed interest in printed photos. To tap into this trend, we aimed to merge Polaroid's vintage appeal with Instagram's modernity, especially targeting the youth demographic.
Our proposal is a camera resembling the Instagram logo, offering both a tangible experience and functionality. Opting for a Limited Edition underscores the product's exclusivity amid the ever-changing social media landscape, preparing for potential shifts in market preferences.
The campaign objectives are:
- Product sales
- Entertain and engage the audience
- Increase interactions, followers, and likes
The marketing plan is developed over 8 weeks. During the first five weeks, the communication focuses on raising awareness about the pandemic and teasing the launch of a new, undisclosed product.
At the end of the fifth week, the product is launched along with a contest: those who purchase the product can participate in a game where they must take a photo with their new camera and share it. The winner will receive a day of shooting and lessons with Polaroid and the photographer and influencer @mettypcock.
The marketing plan involves utilizing a cross-channel strategy, leveraging both online and offline media. In addition to the Instagram profile, intersections of web pages, advertisements in newspapers, and placements in public locations such as subways, buses, and tram stops have been studied.