KOC content for instax, through to the mini 13 launch.

Since August 2025 XAM has booked KOCs and produced TikTok content for Fujifilm instax in Vietnam, working through our client IMV, including the instax mini 13 launch at Parc Mall in July 2026.

Client: Fujifilm instax
Industry: Instant cameras
Timeline: 2025 – 2026
Disciplines: Social Content · Studio X
Projects: 1

KOC trying the instax mini 13 at Parc Mall, Ho Chi Minh City – XAM Creative

Project 01 · Social Content · Studio X

KOC rounds and the instax mini 13 launch

When: August 2025 – July 2026
Launch: Parc Mall, HCMC, 17–22 July 2026

instax's main buyers are Gen Z. For them, a TikTok video of a real person holding the camera, taking a shot and pulling out the print carries more weight than an ad. The brand needed steady KOC content through the year, with extra effort around launches.

1.03MLaunch views

293.7KTop video

Scope of work

Each round: KOC selection, contracts, briefs and approval before posting. Six KOCs in August 2025; ten in a December 2025 – January 2026 round.
mini 13 launch: a separate script per creator, two rounds of draft edits, filming the booth, lucky draw, camera and prints at Parc Mall.
Post links and ad codes collected so the brand could keep promoting the videos.

Impact & results

Nine launch videos drew between 23,100 and 293,700 views each, about 1.03 million in total (XAM report, July 2026).

instax mini 13 experience space at Parc Mall – XAM Creative

Printing a photo on the instax mini 13 – XAM Creative

KOC filming a hands-on instax video – XAM Creative

instax KOC video, August 2025 – XAM Creative

Fujifilm instax TikTok video – XAM Creative

Let's talk

Want results like these?

Tell us where you are now and we'll come back within 24 hours with a first view.

Start a conversation All work

Next case HawaExpo 2024 Event video and tea break at SECC and White Palace.