Razorfish has announced the launch of a multichannel communications campaign, influencer engagement and online film “Me and my bear” for the popular photograph sharing mobile application Lifecake, which was acquired by Canon earlier this year. The mobile app allows its users to store all of their child’s captured image moments in one place so that family and friends can enjoy them again and again. Users are encouraged to share their child’s daily stories with family and loved ones near and far, reliving and reminiscing together; enabling special memories of children captured from the very beginning of their lives to be accessed on a timeline as they grow and mature. Razorfish were asked to showcase Lifecake to an audience of parents to children under five and their extended family network, so decided to construct an integrated brand awareness and response campaign that would do just that. The two-pronged approach encourages direct engagement with Lifecake, underpinned with media, social, editorial and blogger relations to generate organic and paid for exposure of the app.
Razorfish has announced the launch of a multichannel communications campaign for the popular photograph sharing mobile application Lifecake
Amplifying the multi-channel communications campaign, the “Me and my bear” film (below) is inspired by nostalgic reflections of a special childhood toy that many of us thought of as our best friend. Razorfish London’s Sarra Collins and Steph Hamill wrote and managed the film alongside International Executive Creative Director, Nick Turner, with direction by MICH and production by UNIT9. The music, meanwhile, was supplied by Christopher Hayden of Florence and The Machine, who record a cover of Yazoo and Alison Moyet’s classed hit “Only You” specifically for the film, which is an admittedly twee, but surprisingly emotional piece of work, which brings the app to life by underlining the story of the relationship between child and toy. It's not like the concept hasn't been done before (did anyone say Toy Story?) but there's something really sweet and uncynical about the spot that hit us right in the feels. The film launches via social channels in the UK this week, and will rollout across France, Germany, Italy and Spain.
Me and my Bear
Running alongside the film will be an incentive based social media activation in which participants are invited to upload a photo of themselves with their own special childhood toys via Facebook, Twitter and Instagram, along notes on what makes it so special to them. Entries must include the hashtag #MeAndMyBear and the @Lifecake handle and entrants need to engage their own social media network to spread their selfies to be in with a chance of winning a prize. One lucky winner with the most votes will receive the top prize of a family holiday, while five runners up will receive further smaller prizes, including Canon products.
The “Me and my bear” film is inspired by nostalgic reflections of a special childhood toy that many of us thought of as our best friend
Alberto Spinelli, Director of Digital Services Business at Canon, said: “We partnered with Razorfish to bring Lifecake’s functionality to life, leveraging their expertise of digital world consumer behaviour. We anticipate the film will provoke nostalgic emotional responses encouraging more users to share visual moments, fuelling ongoing exchanges with their network of loved ones.” William Lidstone, Global Chief Marketing Officer at Razorfish added: “Canon is an example of an organisation transforming its business offering to adapt to the evolving needs of its customer. It’s been extremely rewarding to partner with the team to define this transformative digital strategy and roll out the integrated brand response and awareness campaign.”
