Modern history only goes back a decade. It goes back to the start of our social media timeline. Everything before that is just…history. That’s why Google created PhotoScan, an application that allows you to save your past in a cloud. But to make people aware of the feature which removes creases and highlights, we set out to put it at the centre of where the past is usually kept: the Museum.

Together with Fotografiska, one of the world’s leading musuems for photography, we created the Re:Collection Gallery – an exhibition co-created by the general public. Users of PhotoScan could submit their memories to the museum by uploading them on Instagram, and selected images were exhibited. We created an analog timeline where people could re-experience memories, next to the works of David LaChapelle and Annie Leibovitz. With photos from different cultures and generations, Fotografiska was transformed into a museum of memories.

We employed a trickle-down media strategy targeting elite media in relevant segments. The pre-launch included exclusive pitching to media with high social media integration and an outreach to photo-organizations. The media outreach continued during the campaign, with real time activation.

The campaign started November 23 in own channels where a film was distributed, encouraging people to scan analog photos and share on Instagram using #recollectionbygoogle. Information about the exhibition was then published on the museum’s webpage and in a native-article by one of Sweden’s most prominent lifestyle magazines.

At the opening night of the gallery, an exhibition curated by influencers was showcased. Guests were encouraged to use Polaroid cameras and share their photos on Instagram using PhotoScan. This engaged consumers to join. During the following twelve days 16 people got to exhibit their unique photos.

With photos from different cultures and generations, Fotografiska was transformed into a museum of memories.

Output: The target for the campaign was to get qualitative message penetration in top tier media segments of lifestyle, news and tech as well as on lifestyle influencers’ own channels. In total, 13 articles mentioned the Re:Collection Gallery in traditional media with 100% positive sentiment, including coverage in elite media for all segments. All articles mentioned the brand, the new product feature and the campaign. Fifty percent of the articles featured the press image and total reach in traditional media was 1,5 million – almost a fifth of all Swedes.

Target Audience Outcomes: 300 Swedes participanted in the competition and 16 were chosen to exhibit their photos in Fotografiska, one of the world’s leading museums for Photography reaching more than 500 000 visitors every year.

Combining the results from digital and traditional media, the campaign reached one third of all Swedes, putting Google and PhotoScan in the center of the image sharing culture. The strategy of placing the brand in pin-pointed and credible contexts contributed to reinforcing the brand’s position as an enabler for a more fun, creative and smooth everyday life through technology as well as raise awareness around the product feature.

Action: More than 13 000 people visited Fotografiska during the days of the exhibition. 16 people got to celebrate their memories with loved ones in unique exhibitions. But maybe more importantly; the Re:Collection Gallery highlighted the unique, personal stories from everyday life.