Actions
With longevity in mind, we planned a soft marketing approach, in which consumers would be active in their monthly engagement. Upon opening the emails, they’d find a purchase point grounded in educational content each time.
Bringing the idea to life began with planning a year of content that appealed to the many segments of FUJIFILM EU’s email audience. In this case, those with interests in varied photographic genres. From here, we worked directly with our clients to line up a series of ambassadors who could provide meaningful insight.
The experts were interviewed, the associated articles, emails and social posts were created, and the continuous flow of deliverables was managed – all in-house. Products were tied in with experience for a naturalistic sell. To expand the value of the content beyond email marketing, the articles were even SEO optimised.
Outcome
The monthly genre emails have been a resounding success with FUJIFILM EU’s audience and referrals to the eCommerce platform were notable. With a desire to continue and grow, another year’s worth of newsletter content has been planned and actioned. A supplementary email series with an episodic nature is also in development.