The FUJIFILM X-T100 is a mirrorless interchangeable lens camera that is the perfect tool for travellers, bloggers, creatives and everyday photographers who demand better quality images than a smartphone can provide.

FUJIFILM UK approached the Bright team ahead of the launch of this new camera to request ideas for a digital marketing campaign that would create awareness, drive sales and ultimately propel the X-T100 to the forefront of the entry-level mirrorless ILC market.

The digital marketing team set about devising a pan-European, multi-platform integrated marketing strategy that aimed to engage with the user on a personal level. After extensive market research, data was segmented and six individual themes were chosen to connect with each identified market sub-sector.

These themes were rolled out across a dedicated microsite, featuring unique web content and influencer blog posts, social media content, and email marketing with such strong results that it was subsequently extended to include the Canadian market.

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