LONDON Tuesday 30thJune: Digital Natives, the social-first agency, has been appointed by Fujifilm to lead its social strategy. The appointment comes as the iconic camera brand looks to strengthen its connection with Gen Z audiences and build a distinctive social-first presence centred on creativity, community and emotional storytelling.
Following a competitive pitch, the win comes off the back of the Ingenuity Group’s new and innovative networking event format for brands and agencies in the influencer and social space, MAD//Meets.
The new partnership will see Digital Natives launch Fujifilm on TikTok while developing 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.
Oliver Elmes, Co-Founder of Digital Natives, said: “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.”
Amy Bates, Digital & Content Marketing Manager at Fujifilm added: “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.”
Duncan Wood, Managing Director, Ingenuity Group, said: “This partnership brings together two companies with a clear ambition to connect with audiences through culture and creativity. Digital Natives presented a compelling vision for how Fujifilm can build deeper relevance with Gen Z and we’re delighted to have helped bring the partnership together via MAD//Meets. We’re looking forward to seeing the work come to life”.
This appointment further strengthens Digital Natives’ position as a leading social-first agency as brands increasingly seek partners capable of building culturally relevant, community-driven social ecosystems across emerging platforms.
