As part of their 2017 brand repositioning ‘Live for the story’, Canon recognised they needed to inspire and engage the iPhone photography generation (16-35 year olds) who had previously found the brand inaccessible or irrelevant.
VCCP designed an activation that would encourage (and potentially reward) our target audience for exploring the concept of what “living for the story” meant. We focused on behaviour close to our audience’s hearts – sharing stories on Instagram. Showing that Canon celebrated stories of all kind no matter what device you took them on, was a tactic leveraged to bring new people into the ecosystem, with the long-term ambition of converting them to customers.
So in May 2017, we launched a pan-European influencer-lead 10-week activation with model, actress and world-famous storyteller Zoe Kravitz named ‘365 Days of Summer’. The campaign encouraged people to share their stories of summer on Instagram using the hashtag #liveforthestory, for the chance to chase summer around the world for a whole year – 365 days.
So how did it do?