Back to all articles

A digital (re)introduction of Polaroid with Dept

digital 1
Matthijs Idema
Matthijs Idema
Account Manager
Length
2 min read
Date
1 April 2021

The return in popularity of instant photography allowed Polaroid to get back in the game; stronger than ever. However, this return takes place in an entirely different landscape than the initial introduction of analogue cameras. Therefore, Polaroid has selected digital agency DEPT® to support the rebranding and full-funnel marketing process on a global scale to (re)introduce the brand and strengthen its market position.

In 2008, The Impossible Project revived the production of Polaroid cameras and film, and began a mission to save analog instant photography as an art form. Nine years later, they reached the culmination of that process by re-uniting with the mother brand and becoming Polaroid Originals. In March 2020, Polaroid took the next step and became one brand, with just one name: Polaroid. DEPT® will support the rebranding of Polaroid Originals to Polaroid from start to finish in the fields of data, creativity, and technology. Additionally, the digital agency will assist Polaroid with realigning their digital strategy with the present-day market.

Jessica Manchester, Global Head of DTC at Polaroid, says: “We’ve been through a successful rebranding phase. We’ll continue the collaboration to truly connect existing and new fans worldwide with our brand and products. Aside from DEPT®’s strategic and operational assistance, the digital agency helps the team by sharing knowledge and training, so that we can ultimately take on digital development and management ourselves.”

“To work on a very analogue brand as a digital agency is quite extraordinary, as it becomes increasingly rare in this digital age”, Matthijs Idema, Account Manager at DEPT®, explains. “In addition, all of DEPT®’s disciplines are put to use – in the phased roll-out of brand campaigns, as well as in onboarding new countries, building technical architectures, and more.”

More?

View all insights

Questions?

Account Manager

Matthijs Idema

Stay in touch!

Personalize your experience

We use functional cookies to make the website work properly, analytical cookies to measure your behavior and marketing cookies for ads- and content personalization. We collect data on how you use our website to make our website easier to use, but also to tailor or personalize communication in advertisements, on our website or apps. Data collected through marketing cookies is also shared with third parties. By clicking accept you agree to this. More information? Read our cookie policy.