Summary

Our relationship with iconic camera brand Polaroid has been going strong for over 5 years. Having reinvented instant photography for the digital age, Polaroid is a world leader in consumer electronics with a range of cameras, TVs, 3D printers and even apps. Our challenge has been to reposition this renowned retro brand at the forefront of digital technology, promoting its cutting-edge products and driving sales. Using targeted media relations, strategic partnerships, experiential events and celebrity endorsement, that’s exactly what we’ve done.

In the press

BWP has developed close relationships with a wealth of lifestyle and consumer tech press contacts, placing Polaroid in key titles to grow awareness of the brand as a leader in digital technology.  This successful, targeted media relations campaign has resulted in a raft of amazing press coverage over the years across print, online and broadcast, exceeding even Polaroid’s expectations by selling out products.

In 2016 alone, press coverage for Polaroid was seen by over 380 million people and achieved over £1.5 million in PRV (PR value).

 

Tanya Burr - Warehouse x Polaroid party

Partnerships

From bloggers to fashion labels, Polaroid’s retro brand works in many spaces.  In 2014, we worked with British clothing retailer Warehouse, placing Polaroid products at a press event with a presence in all branding, including posters, flyers and emails. Attending journalists, bloggers, fashion influencers and musicians were encouraged to take photos and be part of the ‘Polaroid’ wall. All guests, including Tanya Burr and Nina Nesbitt, took to social media to document the Warehouse x Polaroid party, creating a buzz around the product and boosting brand awareness for both brands.

Celebrity endorsements

When Niall Horan from One Direction was co-hosting a high-profile fundraising event in aid of CRUK Kids & Teens we arranged to donate Polaroid cameras to the cause.  In return, Niall took to social media, posting on both Facebook and Instagram to show off the Snap Camera himself. On Instagram Niall has 18.6M followers, of which 767K liked the picture and 6K commented. Similarly on Twitter Niall’s 28.4M-strong following saw 59K retweets and 118K likes, raising brand awareness of both the product and the brand among the target audience.

Niall Horan

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