B2B, D2C Media Opps: Kodak taps new PR AOR to handle influencers, brand awareness

Prinics Co., known best for its Kodak brand, selected 5W as its PR AOR to handle strategic media and influencer relations campaigns. The agency will initially focus on positioning Kodak as the top instant camera and printer brand, all while driving product awareness.

Kodak's most popular - and, thus, most commonly advertised - products include the KODAK Photo Printer Dock, KODAK Mini Retro Mobile Photo Printers, and KODAK Mini Shot Camera and Printer.

So far this year, Pathmatics reports the brand has spent roughly $109.8k on digital ads, up slightly (1%) from the roughly $108.6k it spent within the same 2020 timeframe. Kodak's estimated 2020 full-year spend of $277.1k only reached around half of that of $590.3k in 2019. The brand has earned ~14.9m digital impressions YTD, 100% via Facebook ads.

This drop in spend makes sense considering how heavily Kodak teams up with companies; with so many people working remotely and/or losing their jobs because of the pandemic, businesses haven't needed new printers or other services as much.

With a new PR agency partner, it's likely Kodak will soon launch new work and invest more heavily in advertising. The brand's reliance on Facebook advertising signals a strong target demographic skew toward Gen-Z; this could lead it to expand into additional digital channels such as podcast and/or OTT. As I briefly mentioned, Kodak also targets companies in need of printers and similar products. According to Kantar data, the brand also invests in print media via B2B magazines.

Agency & martech readers - Since additional agency reviews often follow PR hires, reach out soon to offer creative, media, digital analytics and/or social media management services. To the best of our knowledge, Kodak's current roster includes Rabinovici & Associates (multicultural), Carat NY (digital), Mindshare NY (media), Neo Media World (media) and partners + napier (creative).