INFLUENCER COLLABORATIONS
Influencer partnerships are vital for brands like Canon, especially in showcasing innovative products like the PowerShot ZOOM, the PowerShot PX and the PowerShot GOLF. These collaborations allow influencers to provide immersive, hands-on experiences that highlight each product’s unique capabilities, from the PowerShot ZOOM’s ultra-portable zooming to the AI-driven, automated capture of the PowerShot PX. Through in-depth reviews and real-life applications, influencers can offer consumers an authentic view of how these products enhance daily life, building trust and expanding Canon’s reach to new audiences. To amplify impact, these collaborations were part of bigger creative campaign frameworks, that maximised visibility across platforms, making each influencer story part of a larger, cohesive narrative around Canon’s pioneering technology.
POWERSHOT PX
In 2021, I initiated the opening of Canon Europe’s Pinterest channel, recognising its potential to connect with a growing audience of DIY enthusiasts and craft-focused consumers. I crafted the initial proposal, secured budget approval, and gained stakeholder support by highlighting Pinterest’s unique visual appeal for showcasing Canon’s print products and consumables. This groundwork established a channel strategy aimed at resonating with users passionate about creativity and crafting.
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The strategy I centers around three key content pillars: in-house content production, influencer collaborations, and repurposing existing editorial articles. This approach provides a varied content mix that highlights Canon’s full range of consumer print solutions, from compact printers to specialised printing materials. By balancing original and influencer content with curated editorial insights, we’ve developed a Pinterest presence that inspires users while offering practical, creative applications to bring their ideas to life with Canon products.
POWERSHOT ZOOM
As the social media strategist for Canon’s PowerShot ZOOM projects, I led efforts to connect this innovative camera with diverse audiences. I drove multiple influencer campaigns with the help of our agency, TMW, carefully selecting creators to authentically showcase the PowerShot ZOOM’s unique features.
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In collaboration with travel guide brand LOST iN, I managed a campaign aimed at international travel audiences, overseeing budgets, briefing designers, managing localization, and coordinating with LOST iN on deliverables. To extend reach, we worked with influencers across G6 markets and created a toolkit and content calendar, alongside a structured walking tour framework, guiding local influencers in three markets to lead themed tours.
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To further showcase the PowerShot ZOOM’s capabilities, we launched family-friendly Scavenger Hunt challenges in parks across G6, with custom maps that pointed out landmarks, wildlife, and other focal points to capture. These maps, freely downloadable from the Canon website, allowed families to interact with the camera firsthand in an engaging way, making the PowerShot ZOOM an exciting
choice for outdoor adventures.
POWERSHOT GOLF
This campaign was designed to build excitement and showcase the innovative features of the newly launched Canon PowerShot GOLF, a first-of-its-kind rangefinder for the golf market. Recognising the opportunity to reach a new audience for Canon, we tapped into the golfing community by partnering with trusted UK-based golf influencers whose insights resonate with avid golfers interested in the latest tech.
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We collaborated with Seb On Golf, a well-respected voice in golf who has created content with professional players and top creators, leveraging his YouTube presence to introduce the PowerShot GOLF. Additionally, we partnered with the F0reBrothers, who bring a unique comedic tone to their golf content, having rapidly grown a loyal following on TikTok. Their lighthearted, relatable style allowed us to reach a diverse audience and create a memorable impact within the golf community.
2024 Q3 results (monthly average)
200K+
Reach
1.5K
Saves
366
Link Clicks
4.56%
Engagement rate