capturing real life

PLATFORM

Tiktok



KYRA PRODUCT

Pulse

overview

driving awareness of the Gen 2 camera through authentic creator storytelling

our killer results

17x

total creators

34x

total videos

8.7m

total views

9.2m

total impressions

84%

positive commenrt sentiment

the challenge

Polaroid tasked Kyra with two main goals: drive awareness of the Polaroid “Capture Real Life” brand campaign and drive awareness of the Now & Now+ Generation 2 Cameras. But the problem was, social users had been flooding the hashtag #Polaroid across TikTok, although the product itself wasn’t taking center stage in these conversations. How could Polaroid engage a young generation who didn’t grow up with the same Polaroid brand affinity?

the approach

Kyra tapped global filmmakers-slash-creators to produce authentic and relatable storytelling. In turn, creating the right, positive brand association with Polaroid products. But in doing so, the four pillars and truths of Polaroid (uncontrollable color, having to wait, unpredictable outcome, and imperfection) had to remain as a throughline throughout. By tasking these skilled creators to #CaptureRealLife, together we were able to get a glimpse into the vulnerability, beauty, and unpredictability of real-life moments that require the perfect photo pairing to make them last a lifetime.

@isa.haltam

1.1m


53.2k

@tesxla

5.8k


369

@ryshorosky

2m


72.4k

@mamadoutherose

299k


12.1k

why we love it

By generating content that fed into raw emotions and visual aesthetics, Kyra and Polaroid produced emotive storytelling that holds a special place across TikTok. While comedy typically reigns supreme, the more visually premium content on TikTok will perform well when done right. And that’s why this campaign was so special.