Background
Canon is a global leader in photographic and digital imaging solutions. Canon Singapore Pte. Ltd. is the headquarters for South & Southeast Asia driving sales, marketing and service strategies. Besides handling the domestic market, the company covers 22 other regions including subsidiaries in India, Malaysia, Thailand and Vietnam. The parent company Canon Inc. has a global network of more than 300 companies and employs close to 200,000 people worldwide. It is dedicated to the advancement in technology and innovation and commits more than 8% of its total revenue each year to R&D. Canon is consistently one of the top few companies to earn the most number of patents over the last 20 years. As a Fortune Global 500 company, Canon is guided by its kyosei philosophy that focuses on living and working together for the common good.
Objectives
The objective for this campaign was to drive awareness of a new product launch, with a wider intention to drum up excitement of that product. This was delivered through two tactics: video ads delivered on AdAsia Premium Marketplace, and through the AdAsia Digital Bidder on YouTube, along with a photo contest on SNAPSHOT.
Strategy
Canon released a new product called Canon EOS M100, cool compact and creative mirrorless camera that comes with Bluetooth and Wi-Fi connectivity. The advertising period for this product was run during November and December simultaneously in Thailand, Indonesia, Taiwan, Singapore, Malaysia, Philippines, Cambodia, Myanmar, and Hong Kong. Leveraging audiences and reach through the AdAsia Premium Marketplace and YouTube, video and display ads were delivered to drive greater brand awareness and prompted the audience to join the photo contest to encourage target audience to submit their outfit of the day @ SNAPSHOT (https://snapshot.canon-asia.com). There were 3 winners for this contest.
Through vertical ad format Parallax, audiences were treated to an unobtrusive video ad nestled within the content of high-quality online sites, driving greater ad recall without disrupting the user’s experience. This strategy helped create more awareness on different channels. The main target audience for this campaign were males and females between the ages of 18 and 55 who are interested in taking photos, but are not expert photographers.
We ran the campaign in three phases: • Teaser video (Audience targeting) delivered to audiences on premium publishers and YouTube • Contest video (Retargeting) delivered to audiences on premium publishers and YouTube • Banner ads delivered to audiences on premium publishers
Results
The campaign exceeded initially set targets: • Banner campaigns delivered 185% of clicks. PH, ID, MY generated the highest number of conversions for banner campaigns. • APM performance achieved the view rate of 103%.
Insights
• Most banner conversions were from creatives sized at 300×250 and during the hours of 11am-5pm and 8pm-10pm
• YouTube and APM Phase 1 delivered higher impressions, however Phase 2 delivered higher conversions
• Banners helped increase traffic to websites and attributed to post-view conversions
