Background
Canon, a renowned global brand in the camera and digital imaging market, faced strong challenges from its competitors to resonate with newer generations, particularly content creators, Gen Z, and Millennials. To elevate its brand relevance, Canon needed to reestablish its brand relevance. To do this, Canon collaborated with AnyMind Group to promote its new product, the Canon Powershot V10, which aimed to offer compact, high-quality imaging tailored to the needs of content creators.
Challenge
Canon’s primary challenge was to revitalize its brand image, Canon needed to convince content creators that the Powershot V10 offered superior imaging capabilities compared to smartphones and other competitors, positioning it as an essential tool for their creative needs. The goal was not just to raise awareness of the product but to drive purchasing decisions by showcasing how it enhances content creation.
Strategy
Leveraging its influencer marketing platform – AnyTag, AnyMind Group implemented a comprehensive influencer marketing strategy for #CanonCompanion campaign, aimed at repositioning Canon as the go-to brand for content creators. The strategy involved identifying and engaging with key influencers across platforms such as Instagram, TikTok, TikTok Live, and Twitch. The influencer selection was meticulous, targeting photographers, lifestyle and fashion creators, and live-streamers who aligned with the product’s core narrative.
The campaign showcased how the Powershot V10 can empower creators by providing high-quality footage while being compact and easy to use. The influencers shared content highlighting the camera’s benefits, positioning it as an essential companion for vlogging and other creative activities. A significant part of the strategy included Canon’s first-ever TikTok livestream, which was used to promote Canon’s TikTok shop and the Powershot V10.
Results
The #CanonCompanion campaign achieved impressive results. With six influencers involved, the campaign garnered a 54.39% organic reach rate and generated 8007 engagements across platforms. The Twitch livestream event with a prominent streamer resulted in over 23,000 unique views and created significant buzz around the Powershot V10.
The TikTok livestream also proved highly successful, attracting 3194 viewers and directly leading to the sale of seven units during the live stream, contributing to a 300% increase in consumer interest in Canon’s products on TikTok. Overall, the campaign resulted in 74 total purchases, generating a Gross Merchandise Value (GMV) of SGD 44,326, and repositioned Canon as a brand that is relevant and essential to the new generation of content creators.
Through its partnership with AnyMind Group and the strategic use of influencer marketing, Canon successfully rejuvenated its brand image and gained traction in the competitive content creation market. This campaign was also selected as Bronze winner in the Influencer Marketing category at the thirteenth annual edition of the Marketing Excellence Awards.
