Fujifilm - Fujifilm × Careem - Instagram Live Activation
Project overview
A digital-strategy project designed to capture customers from both brands at once. We crafted a Fujifilm × Careem activation built on an Instagram Live with Moroccan blogger Mohcine Harisse - a hide-and-find game across the city - paired with an exclusive Careem promo code pushing mobility. Over 20,000 live viewers and outsized results on both acquisition and brand awareness.
Client
Fujifilm
Date
2020
Industry
Photography & Mobility
Services
Content & Social
Fujifilm - Fujifilm × Careem - Instagram Live Activation process
The challenge
Fujifilm wanted to lift awareness on the Instax Mini in Morocco without falling into a paid-media-only push. The bet was on a digital-strategy play : a brand collab with a non-competing partner that already had a young, mobile-first audience - and an activation engineered to hit the two customer bases at the same time, with one shared mechanic.
Our solution
We paired Fujifilm with Careem and partnered with Moroccan blogger Mohcine Harisse on an Instagram Live treasure hunt - he filmed himself from a hidden spot in the city, and viewers had to guess the location and reach him to win an Instax Mini. Careem layered in an exclusive free promo code on mobility, turning every guess into a real-world ride and the activation into a measurable funnel.
The result
Over 20,000 viewers tuned in live and the activation drove outsized results on both sides - acquisition spike on Careem rides via the exclusive code, and a brand-awareness lift for Fujifilm Instax on the exact young Moroccan audience the campaign was built for. A textbook brand-collab case where two brands paid for one activation and both came out ahead.
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