How Polaroid is using influencers to pitch analog imperfection to Gen Z
As the use of artificial intelligence and augmented reality filters continue to rise, Polaroid is pitching its products as relief from an overly digital world.
The camera and film maker is working with influencers – both up-and-coming and established photographers – to tout the beauty of imperfection that comes from using its analog products. By working with a variety of influencers, the brand is seeking to appeal to younger generations like Gen Z while courting older generations who may be nostalgic for a time when they used Polaroids.
“We’re surrounded by the digital world, by AI, and the ultra-filtered,” said Patricia Varella, Polaroid’s creative director, who added that the analog quality of the brand makes it unique. “We’re arriving at a moment where it makes sense for us to play in this real-life territory and talk about imperfections. Our product actually embraces that. It’s real.”
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.
Source:: Digiday
