To reinforce Canon’s position and relevance as the authentic photography brand in Australia and improve consumer ratings of ‘first choice’ and ‘advocacy’.
External research on the rapid rise of social media and smartphone ownership showed an increase in disposable imagery contributing to an avalanche of ‘selfies’ and life documenting snaps, drowning out meaningful images. While people use smartphones to capture the world around them on an everyday basis, cameras were cited as the preferred option to capture special moments to hold onto forever. As such, the focus on this emotional connection was key.
Using the research findings, the team set out to show that the lens isn’t a tool for capturing the world – it’s a tool for changing it. We provided a news hook and call to action to join a movement of meaningful photography by submitting a powerful image to the purpose-built Canon Shine platform.
An extensive membership growth after Linkedin campaign, 21 pieces of coverage across an array of mediums and a social media reach of 100.