Case Study
Canon
Great clash of influencers
Client/Brand: Canon
Action name: Great clash of influencers
Type of action: Image campaign / contest / testing
Campaign objectives 
Target group
Passionate photographers, those involved both professionally and as a hobbyist. An informed consumer who prioritizes quality and equipment capabilities over price (with a larger wallet).
Implementation of the campaign
Mechanism and strategy
The strategy was based on image/awareness activities with the cooperation of influencers and the opportunity for consumers to test cameras and lenses, with the support of Canon’s partners. The campaign lasted for a total of 3 months and included an influencer challenge, a consumer contest and free trials of the EOS R system.
The main idea was to build a form of “battle” (challenges) on skills between the two influencers involved in the action – Magda Mizera and Fotoblysk. The whole thing was carried out on their channels, starting with the unboxing of equipment, through specific photographic tasks using the promoted system, ending with a summary of activities.
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1Watch the struggles of influencers, realized with the help of exceptional Canon EOS R equipment
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2Comment, rate,
choose the best projects -
3There were prizes for the most active followers in the form of a joint photography workshop with a selected influencer and the EOS R system.
Communications
Akcja była komunikowana:
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Social Media
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Website
An extensive Digital campaign has been prepared, including:
- information on influencers’ social media
- A display campaign, targeted by purchase intent and behaviorally
This was complemented by a Facebook and Instagram campaign along with interest-based remarketing.
Materials presenting the creation
Effects of our activities
- 227 growth in EOS R system camera body sales
- 314 growth in sales of EOS R system lenses
- 16 publications about the EOS R system on major photography sites
- 33 publications of influencers
- 11 million. impressions from digital campaigns
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40K
activities under
materials
influencers -
67K
content views
influencers
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11,000,000
Digital campaign views
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314
Sales growth
The big test of the EOS-R system
Phase II of the campaign.
A continuation of the action in 2020 was the opportunity for each consumer who signed up for the Canon EOS R System Grand Test action to test the EOS R system (cameras and lenses) for free. Participants chose the body and lens themselves from 4 available configurations.
In addition, everyone who tested the equipment had the opportunity to participate in a photo contest – the task was to take a photo with the Canon EOS R, in one of 3 themes highlighting the most important features of the system: low-light shooting, autofocus speed and eye tracking.
