Canon – The Switch to Mirrorless

Canon faced a significant challenge. Long-time DSLR users, who were comfortable with their current gear, saw no reason to upgrade to the advanced, mirrorless, EOS R System. So, in partnership with us, they launched a campaign to shift perceptions of mirrorless technology from "nice-to-have" to "essential”. 

By focusing on data-driven customer insights, behavioural science, and personalisation, the transformative campaign met 404,000 individual DSLR owners at precise moments in their unique decision-making journeys.

By addressing hesitations such as cost and complexity through tailored content, Canon fostered confidence and excitement. The campaign moved customers from accepting “good enough” to recognising the potential of mirrorless technology. Customers who engaged with the programme were 5x more likely to upgrade, creating a vibrant, loyal community around the EOS R System.