The Campaign

Our idea was, no more using only key visual for an online advertising campaign. Therefore, the contents were created with an audience-centric mindset. Insights: - Reach specific audiences with specific contents would generate better performance. - In-direct branded contents would be more friendly to social media users.

Creative Execution

To promote the Canon PIXMA G-series, we defined our target groups into 3 main groups namely students, office workers, and SMEs. We then advertised the product with a social media mindset. In the first step, we briefed our partnered influencers with the product attributes that matter to their fan base and asked them to create the social media posts in their own style with our recommendation. Second, we responded to the social media users that mentioned our brand or product and gave them information about Canon PIXMA G-series. Third, we partnered with a well-known influencer to create a giveaway activity for the audiences. We generated a lot of mentions from teachers, measured by our listening tool. We hence leveraged that data and created a promotional campaign for teachers to satisfy their need.

We got a follow-up campaign by simply using data from our listening tools & proved that there is no content for everyone on social media. Reach 2,350,416 AVG Engagement 4.6%

The CANON PIXMA G-SERIES campaign had no specific rules of generating contents because we believe there are no made-for-all contents. Therefore, we decided to communicate our product attributes via social influencers. Our strategy is as followed: First, developing co-created contents & activity with social influencers to promote the product. Second, measuring feedback using social media listening tools, and responding to customers that mentioned the brand or product. Third, leveraging the listening tool data to create a follow-up promotional campaign.