YOUTUBE
The Canon Europe YouTube channel is an essential part of Canon’s marketing strategy, serving as a dynamic platform to showcase the brand’s innovations and connect with diverse audiences across EMEA. Through engaging video content, from product demonstrations and tutorials to inspirational stories from brand ambassadors and creators, the channel reinforces Canon’s reputation for quality and creativity. It provides valuable resources for consumers and professionals alike, increasing brand visibility, supporting product education, and building a loyal online community that drives deeper engagement with Canon's products and values.
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CHANNEL SRATEGY
As the owner of the Canon Europe YouTube channel, I lead efforts to ensure the channel remains relevant and engaging by keeping up with trends like YouTube Shorts and adapting to evolving viewer behaviors.
I develop tailored project proposals for Canon’s business units, aligning their objectives with channel strategy to amplify impact. Additionally, I support hero product launches by advising on optimal content strategies, creating approaches that maximise reach and resonate with our audience, ultimately increasing Canon’s brand presence and engagement on the channel.
COMMUNITY MANAGEMENT
In 2024 I successfully secured budget for a dedicated YouTube community management initiative, recognising its vital role in Canon’s engagement strategy.
Collaborating with a skilled freelancer, we developed a comprehensive community management strategy, that included engaging with relevant third-party content to increase brand visibility and build stronger relationships within the YouTube ecosystem. This proactive approach allows Canon to connect meaningfully with the audience, enhancing loyalty and broadening reach through genuine, consistent interactions.
CHANNEL-FOCUSED PRODUCTION
To elevate Canon’s YouTube content, I pitched the Canon Learning Series and Canon Spool Series, relying on channel insights and metrics that supported the demand for educational and narrative-driven content.
For the Canon Learning Series, I highlighted the audience’s interest in skill-building, proposing a suite of tutorials and technical guidance to deepen viewer engagement and position Canon as a go-to resource. This approach led to securing funding, allowing the content team to create high-value, educational content that resonates with both novice and professional photographers.
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For the Canon Spool Series, I leveraged insights showing a strong viewer response to story-led tutorial videos. I built a case for this series to showcase creators from varied backgrounds using Canon’s PIXMA printer range to showcase the breadth and capabilities of the range.
2023 results
100K+
Views
1.1M+
Impressions