CANON POWERSHOT V10 PRODUCT LAUNCH
The Canon PowerShot V10 is a pocket-sized 4K camera launched in 2023, designed specifically for vloggers and creators on the go. Combining portability with powerful features, it includes a built-in stand, tilt-up screen, wide-angle lens, and high-quality stereo microphones, making it ideal for capturing immersive content in various environments.
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The PowerShot V10 represents an exciting new category for Canon, venturing into the compact, all-in-one vlogging camera market tailored for mobile content creators. Launching a product like this comes with the challenge and reward of engaging fresh audiences and understanding new behaviors, essential for connecting with creators who prioritise portability, ease of use, and high-quality video on the go. This launch helped Canon tap into the growing creator community, delivering innovation that supports their dynamic needs.
SOCIAL MEDIA STRATEGY
For this launch, I worked with TMW to craft a social media strategy for our 32 markets in EMEA, aimed at capturing the attention of a new audience of creators. We focused on engaging content that highlighted the V10's unique features—like its pocket-sized convenience, 4K video capability, and built-in stand—all designed to meet the needs of on-the-go vloggers.
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Our strategy included an influencer partnership playbook for our markets, engaging tutorials, and lifestyle-driven content to showcase the PowerShot V10 in real-world settings, demonstrating its versatility.
Working closely with TMW, we tailored messaging for Canon’s core social platforms, creating a cohesive campaign that also provided local markets with toolkits for adapting the content to their audiences.
INFLUENCER COLLABORATIONS
For this launch, we partnered with influencer Madeline Olivia, whose audience aligns with Canon’s target of passionate, on-the-go creators. Madeline’s relatable storytelling and commitment to high-quality, sustainable content made her an ideal central figure for this campaign.
To empower our local markets, we developed a comprehensive influencer playbook, offering best practices for contracting local vloggers and guidance on content creation strategies and platform focus. This playbook ensured consistent, high-impact collaborations across regions, enhancing Canon’s visibility within the creator community.
LAUNCH EVENT FRAMEWORK
To support the PowerShot V10 launch, we developed a comprehensive event framework for local markets, offering a structured yet adaptable approach for engaging audiences on the ground.
This framework included key elements for venue selection, event themes, product demonstrations, and content ideas that aligned with Canon’s brand values and the V10’s unique features. Each market was encouraged to make the event their own, leading to successful localised launch events across G6 markets that resonated with local creators and maximized engagement with the new audience of mobile content creators.
2023 results
40K+
Views on hero vlogger content
6
Launch events in G6
50+
Influencers attending
92%
Positive sentiment