It is ramping up its presence on Facebook, Twitter, Google+ and Tumblr, to help it grow an online community and extend the reach of the brand beyond those who own a Fujifilm camera. The activity has been handled by Talk PR.
It has launched two Facebook apps. The Through My Eyes app showcases professional and semi-professional photographers who use Fujifilm's range of cameras. The Summer Story app allows users to submit images of summer to win a Fujifilm camera.
Until now, Fujifilm's digital activity has been limited and is based around its MyFinePix website, where Fujifilm users can share their photographs.
Last year, Fujifilm returned to TV for the first time in 10 years and ran its biggest-ever campaign, investing £2m in an integrated push to promote its new FinePix camera models.
Lucy Edwards, marketing manager for Fujifilm, told Marketing that Fujifilm had shifted its marketing focus for the first half of this year into integrated social and digital activity, with a six-figure investment.
She said: "Our marketing spend on social and digital is up over 40% year on year as we look to increase our presence in this field.
"Our aim was to create channels where consumers are encouraged to engage with Fujifilm, and share their photographic experiences with us and other followers."
A spokeswoman said the brand might advertise on TV later in the year.
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This article was first published on marketingmagazine.co.uk