Campaign details
Agency: VCCP CXClient: Canon
Campaign Name:
In a market threatened by ever-improving camera phones and declining print behaviour, how could Canon build stronger relationships with a low-volume but high-margin storytelling community?
Strategy
The goal was to fuel a virtuous circle of 'passion, proficiency and purchase propensity' to unlock commercial growth.
The more people are inspired by great storytelling content curated by Canon, the more they would want to learn - and the more likely they would be to engage further with the brand.
To make this happen CRM needed to be elevated from an...