Developed by EMEA agency of record VCCP, features a hero 30-second spot alongside multiple 15 and 10-second ads, to convey the versatility of the printers within the home office space.
With media planning and buying handled by Merkle and Dentsu, the campaign will run in key markets in the U.K, Germany and France across TV, digital and social until Nov. 5. 11 European markets have been supplied with localized versions of the 30-second and social campaign assets featuring adapted scripts for cultural relevance.
“What we want people to think is when they need a printer, the Canon printer is the right choice for them,” added Donaldson.
With a plan that will see the campaign platform run over the next few years, key performance indicators set for the campaign’s success will monitor awareness and consideration, with media investment set to grow over time. Plans will include more high-impact, high-value media to cut through Canon’s rivals.
Canon’s international social media strategy
Connecting with audiences across various touchpoints is vital, and Canon Europe has a localized digital and social media strategy run by both centralized and local teams with 56 country-specific brand websites, including Uzbekistan, Türkiye, Malta, Georgia and Cyprus. For each country, the use of social media platforms vary across Facebook, X (formerly Twitter), LinkedIn, YouTube and Instagram with TikTok becoming a new addition to the fold as it has proven to be an effective search channel for Canon’s print products while engaging with its channel-specific content.
“We are trying to keep up. So we’re doing a piece of work to understand how best to reach our audiences to be social with more proposition-based social channels or unlocking new channels like TikTok,” she admitted.
Canon has also been growing its engagement with the creator community having launched a YouTube content strategy in recent weeks titled “The Canon Learning Series”
The series focuses on offering tips and insights for photographers hosted by tech influencer Tomi Adebayo as he speaks to various photographers, all while experimenting using the brand’s cameras.
