Social Media Strategy
In 1990, the “Image is Everything” campaign launched to introduce the Canon EOS Rebel, an SLR camera aimed at the public. 25 years later it was time to celebrate the revolution that had started.
We collaborated with our esteemed agency partner, GREY, to create the “Rebel With A Cause” campaign. Our strategy infused Canon’s rich heritage with an invigorating contemporary ethos, targeting an expanded demographic.
Our inaugural “Rebel,” Nik Wallenda, inspired audiences by resurrecting abandoned dreams.
Swizz Beats, our subsequent “Rebel,” facilitated emergent artists’ debuts in prestigious NYC galleries.
We orchestrated an integrated digital media campaign across social media and email newsletters to identify the next “Rebel.” Participants contributed a photo and 250-word essay or a 2-minute video highlighting their community contributions.
Revenue-Generating Metrics & Outcomes:
Secured over 6,500 entries, generating a substantial content library for future monetization.
Attained 500,000+ YouTube views, substantially enhancing brand exposure, contributing to an uptick in sales.
The participatory voting process engaged both public and internal stakeholders, resulting in increased brand loyalty and customer acquisition through friends and family referrals.
By aligning consumer-driven content with Canon’s legacy, the “Rebel With A Cause” campaign successfully leveraged engagement metrics to drive revenue growth, reaffirming Canon’s status as an industry vanguard.
