kODAK

How we created a sticky plan to elevate the Printomatic.

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Quick Take

Ask: Develop a comms plan that helps Kodak’s Printomatic find its place in a digital world.

Tension: The never ending search for that perfect picture has turned memories into digital clutter, rather than memories to cherish.

Opportunity: Celebrate the joy of creating memories that can’t be edited or deleted.

Strategy: Create moments that stick.


Long Take

Situation: Kodak has fallen a long way from its iconic brand status, most notably in 2012 when they filed for bankruptcy. They released the Printomatic –their version of an instant camera but with sticky pictures – in late 2017 as an attempt to latch onto the analog nostalgia trend, but it hasn’t been enough to revive the fading brand.

Research Approach: We wanted to gain an understanding of the relationship people have with their pictures. So we went out and asked people on the street how many pictures they had on their phones. The average from the people we spoke to? Around 3,000. With that many pictures on their phones, we found two things: 1) a lot of the pictures were multiple versions of the same thing and 2) once people picked a version they liked to post on social media, people didn’t really go through their phones to look at past pictures.

Cultural Truth: Pictures of events and people are valuable not because of the photo itself, but because of the memory associated with it. Studies have shown that while the act of taking a picture aids in memory recollection, filtering, taking multiple versions, and editing takes us out of the moment and hurts our ability to remember an event.

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Tension: The never ending search for that perfect picture has turned memories into digital clutter, rather than memories to cherish.

Opportunity: Celebrate the joy of creating memories that can’t be edited or deleted.

Strategy: Create moments that stick

Persona: Emma, a high school senior about to graduate. For her, there is no difference between digital and IRL as she’s never known a time without smartphones. She uses social like a search engine, gathering information from places like Youtube and Instagram as her main sources of interaction and information. She also likes to read R29 and Teen Vogue for advice. Like many people her age, analog and “fauxstalgia” (nostalgia for a time never experienced) are a source of curiosity. She’s excited to go to school, but is worried about missing her friends. While she has thousands of pictures on her phone of them, she cherishes the pictures from the photo booth at prom last year.

 

Comms Plan: We created a full comms plan for bringing the strategy to life. Below are a couple of the tactics:

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Teen Vogue Summit: Kodak would co-sponsor a summit with a panel of women photographers in New York to discuss their careers followed by an art show showcasing their work.

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In-store display: Create an interactive in-store display where people can take pictures and stick them to the display.

 
 

Team: Mykala Daniels (ST), Nanda Golden (ST), Andrew Allen (ST)

My role: primary and secondary research, collaborated on brief and comms plan