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Cameras, photography

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Case Study

This case study shows how Canon, a photographic equipment brand, launched a photography event in partnership with Reuters, in order to launch its newest model in the European market.

Case Study

This case study details how Canon, the camera manufacturer, increased brand engagement in the United States.

Case Study

This case study shows how Checky, a Polaroid camera, successfully repositioned itself in the Chinese market by embracing its analogue nature rather than competing with emerging technologies.

Case Study

This case study describes how Sony, an electronic goods brand in Hong Kong, launched a campaign with YouTube to showcase Sony products and encourage Hong Kong people to dream.

Article

This Company Profile from Euromonitor provides key details and analysis of Sony Corp, the owner of brands such as Playstation.

Article

This event report looks at how one brand went about entering a new category and challenging the market leader there.

Article

This event report outlines how GoPro, the camera brand, has built a "virtuous cycle" of content creation by working with athletes and other creators.

Case Study

This case study describes how electronics manufacturer Samsung showcased the Galaxy NX Camera using the first web-controlled camera-bot, attracting media and tech industry attention around the world.

Case Study

This case study describes how Canon, the camera manufacturer, involved consumers in a film festival competition to grow relevance in the US.

Case Study

This case study describes a campaign by Kodak, the photography specialist, aimed at capturing the wedding photography market in India.

Case Study

This case study describes how Samsung, the mobile technology manufacturer, launched a new camera with a social media sharing function, targeted at millennials.

Case Study

This case study describes a campaign by Samsung Galaxy, the technology brand, to promote its new camera product through influencers.

Case Study

With this campaign, Canon aimed to generate greater brand engagement with its EOS camera range in the US through storytelling.

Case Study

Nikon has a long history as a premium camera manufacturer strongly associated with professional photography, but this 'pro' image was alienating broader target groups, rather than being an attraction.

Case Study

Sony Indonesia was launching a new model of its camcorder, the Sony Handycam. Research indicated that, where people once captured 'precious moments' on film, thanks to compact cameras, smartphones and social media, these had now become 'disposable moments'.

Case Study

Nikon, the Japanese camera manufacturer, needed to win a new audience of young mothers and child-less, design-literate consumers with its launch of the Nikon 1 smart camera model.

Case Study

Canon faced multiple threats to its digital SLR camera business, including price pressure, fragmentation of the entry-level market and lack of new technology.

Case Study

Cisco wanted to increase brand awareness and sales of its Flip video cameras in markets outside the US, particularly Asia.

Case Study

The objective of this campaign was to increase brand awareness of Cisco's Flip video cameras in markets outside the US.

Case Study

Canon, a long-time leader in imaging, found itself with the right DSLR photography technology, but needed to redefine the role of the brand in the US market – particularly at the high end – in order to compete with its rival, Nikon, and a variety of other devices, such as smartphones, that now captured images.

Article

Michael Bayler looks at the marketing history of Kodak and its position of owning "memories" and how this position was lost in the digital revolution.

Case Study

Premium camera manufacturer Nikon were looking to raise awareness and portray its image as more approachable so it could become a relevant player in the compact market in Europe.

Case Study

Canon needed to maintain and grow leadership of the camera category against increased competition from rivals including Nikon.

Case Study

Canon Photo5 was an Australian campaign which challenged enthusiastic photographers to respond to five different inspirational objects and submit their work to be part of a gallery experience.

Case Study

Canon's "The Story Beyond The Still" concept radically changed the way people think about Canon DSLR cameras by showing how every still frame from an HD video can be as beautiful as a still photograph.