Japanese-Based App FamilyAlbum Breaks Through US Market with Family-Oriented Campaign
Roastbrief | January 21, 2025
By Roastbrief
The Japanese-based photo-sharing app FamilyAlbum, isn’t yet a household name in the U.S., but it does boast 23 million subscribers.
To help break into the U.S. market, the brand recently teamed up with creative agency Familiar Creatures to launch its first major marketing campaign in the region.
Focused on appealing to anyone who wants an easy, private, and efficient way to share photos of important life moments with loved ones, the app is designed to make life easier year-round and especially around the holiday season.
Running on socials now, the relatable 30-second hero spot targets modern families and emphasizes the app’s ability to simplify the sharing of precious memories.
- The spot portrays the pressure a new mother faces as family and friends demand photos of her newborn, immediately after birth, reflecting the high expectations for immediate photo-sharing in today’s connected world.
- The satirical tone of the video is designed to capture the humor in real-life situations while promoting the user-friendly interface and stress-relief that FamilyAlbum provides along with free, unlimited storage.
- The campaign is tailored for busy families who want a straightforward solution to store and share important moments without overwhelming social media feeds or worrying about privacy.
- Familiar Creatures harnessed the emotional pull of significant life events – such as starting a family or gathering for holidays – to emphasize FamilyAlbum’s role in strengthening connections in our modern digital age.
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