Fujifilm is aiming to strengthen its connection with Gen Z audiences and build a distinctive social-first presence centred on creativity, community and emotional storytelling with the appointment of a new digital agency to launch the brand on TikTok and build next-generation photography.
Digital Natives has been appointed following a competitive pitch, with the win coming off the back of Ingenuity Group’s new networking event format for brands and agencies in the influencer and social space, MAD//Meets.
The new partnership will see Digital Natives develop a social ecosystem designed to increase relevance, drive engagement and reinforce the brand’s position as the camera brand for a new generation of creators.
Research cited during the pitch highlighted growing appetite among Gen Z for analogue experiences, with many actively reducing screen time and seeking to adopt analogue habits. Digital Natives’ winning strategy positioned Fujifilm around emotion, creativity and curiosity, helping it carve out a more distinctive cultural role for younger audiences.
As part of the remit, Digital Natives will deliver an end-to-end social strategy, including the launch and management of Fujifilm’s TikTok presence, an ownable creative platform rooted in curiosity and emotion, a scalable creator-led content ecosystem, and community initiatives designed to foster deeper engagement among photography enthusiasts.
This includes community platforms such as “Curious Eyes” and “The Fujifilm Fam”, bringing together creators, photographers and fans through culturally relevant content and shared experiences.
Fujifilm digital and content marketing manager Amy Bates said: “Digital Native’s comprehensive pitch demonstrated a deep understanding of Fujifilm’s goals and brand personality. We are thrilled to partner with them as we head into an exciting new chapter in our social media journey.”
Digital Natives co-founder Oliver Elmes added: “Fujifilm is one of the most iconic camera brands in the world and is uniquely placed to lead a new era of storytelling. This partnership is about building a world where anyone can pick up a camera and see things differently. We can’t wait to get started.”
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