Overview

Cluster has developed a working relationship with Fujifilm that now spans over a decade. One of the largest projects we have collaborated on was the launch of MyFinePix, an online customer portal for Fujifilm that gives camera owners a great place to learn, share and chat about the exciting world of photography.

The brief was to develop ongoing communication and customer retention through online marketing and customer lifecycle marketing activities.

The Challenge 

As an initial incentive to reach out to new customers, in-box promotion of the new website and service would be developed as part of the initial creative thinking, including branding and identity development. 

Amongst other criteria, the project was required to reach out to Fujifilm’s global audience.  To increase membership the solution also had to integrate with a new international camera / warranty registration portal that was also developed by Cluster as part of the solution.

The website needed to allow new owners to register, support multiple languages and encourage people to stay involved long-term.

The Solution 

MyFinePix was developed on the Drupal platform, with extensive bespoke theme and module development to provide all the required features. The photographic portal has clearly caught the audience’s imagination with more than 1,000,000 registered members enjoying the ability to upload images to their own personal gallery and photoblogs.  Members can share their photography knowledge and also learn from the hints, tips and product reviews. The forums have grown to include everything members want to chat about - whether photography related or not. 

The site offers content in eleven different languages and provides a tailored experience for users in different countries, while using as much common content as possible. The registration database is linked to Fujifilm’s external eCRM platform and other marketing databases, allowing for regular communications on special offers, competitions and updates.

Results

Over 1 million registered users

Over 340,000 email marketing subscribers

Optimised for 17 countries and 13 languages including English, French, German, Spanish, Italian, Russian, Chinese, Korean, and Polish

Hosted in the Cloud for scalability to an international audience

Over 173,000 unique visits on each month

Over 2 million page views per month

> 24% open rate for typical monthly newsletter

Nearly 600,000 forum posts with subjects including technical support

Monthly competitions attract a huge response with more than over 3,500 entrants