At a challenging time when the traditional photography industry was competing with the popularity of digital imaging, the Polaroid Corporation tasked Citizen Relations (then PainePR) with helping them reconnect with its key consumer – specifically the younger generation who haven’t experienced the magic of Polaroid instant photography.
Citizen conducted a series of activities designed to create buzz about Polaroid within pop culture and entertainment markets. Activities included product seeding, special events and outreach surrounding the Grammy Award-winning Outkast song “Hey Ya,” which includes the line “Shake It Like a Polaroid Picture.” As part of the program, Citizen conducted a three-day editor’s event showcasing its new product line, and pop-culture events with the Vibe Awards, Grammy Awards and NBA All-Star Game pre-game show – where we leveraged the popular song as a news hook to draw media and consumer interest.
As a result, three of the top selling cameras at retail were Polaroid – 70% of purchasers were new to the brand and more than half of these new consumers were aged 18-34 (a much younger audience for Polaroid). Citizen generated more than 4,000 placements and 584 million impressions with outlets including “The Oprah Winfrey Show,” “The CBS Early Show,” The New York Times, Esquire “The Ellen DeGeneres Show,” Los Angeles Times, InStyle, In Touch Weekly, US Weekly, People, “E! News Weekend,” “Today,” “Access Hollywood” and “Inside Edition.”