CASE STUDY: Yahoo! Studio creates lasting engagement for Canon
Provided by Yahoo!
Yahoo! Studio credibly fuses editorial and advertising to
deliver relevant and high impact brand building content experiences.
What was the Challenge / Background of the Campaign?
Canon, a world leader in the imaging products and solutions market, came to Yahoo! to explore opportunities that would elevate the product demonstration-led campaign for the EOS camera range into more emotive territory. The approach required would need to embrace two target audiences across Europe - the Digital SLR (DSLR)beginner looking to improve their photography skills and gain the full potential from their camera, and the mid-level DSLR users wanting to get the most out of the EOS system, developing their knowledge and skill base.
What was the Campaign Objective?
Canon's media agency PHD worked in partnership with Yahoo! Studio to deliver against the key objectives of "demystifying" the complex world of DSLR cameras. This would entail going beyond mere product demonstration. An engaging education programme would be required producing original content that would harness the flexibility and engagement of the online space in a cost-effective way, with the ultimate objective of driving sales of Canon's EOS range and lenses. Canon also tasked Yahoo! with creating an online community within Flickr which could be useful beyond the campaign
What was the Solution?
Yahoo!'s global network provided the scale and opportunity for Canon to engage with some of the the 22m people who visit Yahoo! every day, across multiple European markets - UK, France, Germany, Spain, Italy, Switzerland, Netherlands
and Poland. To deliver on Canon's objectives, Yahoo! Studio launched the campaign, "Your EOS Adventure", located in a specially built, integrated environment called the "Essentials of Photography". This was anchored in the Technology section of the world's largest digital News channel, Yahoo! News. Please see attached for further details.
What were the Results?
The key targets the campaign was measured against were exceeded beyond expectation! 66% remembered Canon as the sponsor of Essentials of Photography. 69% said they liked the content of the site and engaged with it. A third of users said they now consider visiting and using the Canon website. 23% would tell other people about the site and
competition. 37% said that Canon would be their next purchase, delivering the ultimate objective of raising purchase interest in the EOS series and accessories.
What were the Key Learnings of this Campaign?
"Yahoo! was the perfect partner to help us undertake the EOS Adventure Project. Providing valuable assistance throughout the entire media, creative development, production and localisation processes, as well as sharing key consumer insights and supporting the campaign with strong editorial. The results speak for themselves with Canon exceeding all the targets and paving the way for future education programs to be developed." Sophie Bingham, International Media Director, PHD.