Polaroid

Capturing creativity with a TikTok campaign

Time? It flies by. It’s why we like to capture our lives through photographs. It allows us to relive special and everyday moments. Polaroid’s cameras make these moments tangible with just one click. The iconic brand is well known among people over 30, but not as well known among the younger generation who is digitally native: Generation Z. A generation that captures experiences with their smartphones. So how do you bring Polaroid to the attention of this group? We set to work on this issue together with Polaroid which resulted in a successful TikTok campaign reaching over 9.4 million users.

Polaroid Go:
How to reach
Generation Z?

Polaroid believes we are what we create. Polaroid’s unique instant cameras make this possible. For the first time in over 20 years, Polaroid created an entire new camera system and film. The new model is more compact, the smallest instant analog camera ever designed, and better suited to the lifestyle of Generation Z: the Polaroid Go. Together we set out to find the answer to the question: How do we reach Generation Z with this camera?

Our approach

Welcome to TikTok

In order to attract the attention of Generation Z with the Polaroid Go, we started looking beyond Polaroid’s most used social channels, such as Instagram, Facebook and YouTube. Our research into Generation Z’s media consumption revealed that TikTok is a relevant channel for reaching this target group as a creator platform. The channel has grown enormously in recent years and is extremely popular among Gen Z.

The creativity of TikTok influencers

Regular TVCs or video ads rarely perform well on TikTok. That’s why we chose to work with well-known TikTok influencers from both the United States and the United Kingdom, including Zack Lugo, Kyla Imani and Nathan Ramsay. The 6 creators were given the freedom to create their own short-form videos with the Polaroid Go in a way that organically fit their individual audiences. From dance routines while wearing the camera to taking the Polaroid Go on a hike through Hollywood hills during golden hour, the creators knew how to make their content resonate with their audiences.

The use of Spark Ads

To further strengthen the link between the creators and the brand, we used Spark Ads. Spark Ads allows you to advertise the influencer content from the influencer’s account instead of Polaroid’s own TikTok profile. This way, the content of the video is less likely to be perceived as commercial by users and more likely to originate from the influencer themself.

Performance through the roof

The spot-on and platform-specific content combined with our well-defined targeting resulted in a strong performance of this campaign. Besides the huge reach, we also noticed that the target group was very interested in the content of the campaign. With the valuable insights we gained from this campaign, the next campaigns are already in the starting blocks.