The Canon Europe Pinterest channel is dedicated to inspiring the craft-focused community, showcasing the versatility of Canon’s consumer print products and consumables. Catering to DIY enthusiasts, the channel highlights the PIXMA and the compact printer range and creative print solutions, offering ideas for home décor, personalised gifts, and seasonal projects. By sharing engaging visuals and easy-to-follow print projects, we connect with users who love bringing their creativity to life through Canon’s accessible and versatile printing options, supporting an interactive and inspiring experience on Pinterest.​
CHANNEL SRATEGY
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.
INFLUENCER COLLABORATIONS
In building influencer collaborations for Canon Europe’s Pinterest channel, we focus on establishing long-term partnerships with creators whose content and audiences align with our DIY and crafting focus. By nurturing ongoing relationships, we ensure continuity and trust, allowing influencers to integrate Canon products authentically into their projects over time. These long-term partnerships enable us to develop a genuine, reliable presence on Pinterest, making our products a go-to choice for creative inspiration.
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At the same time, we keep content fresh by regularly sourcing new talent to bring diverse perspectives and creative styles to our feed. This approach allows us to reach varied audience segments, each with unique interests within the DIY and crafting community. Balancing established collaborations with new influencer voices helps maintain a dynamic content mix, driving engagement and broadening Canon’s reach on the platform.
CHANNEL-FOCUSED PRODUCTION
For our Pinterest channel, in-house content production has been essential in showcasing Canon’s consumer print range with quality and consistency.
Supported by our agency, TMW, we’ve crafted a cohesive visual identity, capturing the unique appeal of our print products through carefully curated DIY and crafting content. Utilising our office studio and an experienced in-house production team, we’re able to bring fresh, engaging ideas to life, demonstrating creative ways Canon products fit into our audience’s daily projects and hobbies.
2024 Q3 results (monthly average)
200K+
Reach
1.5K
Saves
366
Link Clicks
4.56%
Engagement rate