Background:

Tons of people take tons of pictures … and it’s a habit Fujifilm wanted to make more money from.

The approach:

Working with strategic marketing organization Original Thought and the email provider Pipeline, we revamped Fujifilm's existing "My Best Shot" newsletter to:

• Cross-sell other Fujifilm products, such as photo enlargements from partners like Walmart and Ritz Camera and new Fujifilm cameras
• Clearly explain common features in both Fujifilm and non-Fuji cameras
• Grow Fujifilm's email list with refer-a-friend links, photo contests, and coupon offers
• Create an emotional bond with picture takers by teaching them how to do meaningful things with their photos -- as in the photo gifts described in the sample newsletter here