How do we grow Canon faster than the DSLR category, by attracting all types of photographers
Great photography isn’t about technology, it’s about inspiration – an emotion all photographers have in common. The strategy, target beginner photographers - by helping and inspiring beginners to take their photography to the next level, by engaging beginners in how easy it is.
The idea was simple. We gave beginners a simple behavior. A person takes a photo and selectsa detail in it. The detail then acts as the inspiration for a new photographerto shoot. As this process is repeated, it creates a photochain of connectedphotos and photographers.
As the Photochains network grew the website became a personalized creative platform for each user, designed to track each person’s photo’s andphotographers they wanted to watch – connecting them to tutorials from pro’sand EOS creative products. All designed for people to inspire each others creativity,and further create conversations with the Canon EOS brand.
Photochains was the fastest growing community of photographers in 2010. It is still growing as its own social media platform. In 2010 Photochains was one of the most awarded ideas globally: including 6 Canne awards, including Grand Prix Media: Best use of social media. Canon EOS rose to record market share in Australia (2009/2010). Creating a newdialogue between the photographic community and the brand.
Fully integrated, with digital and social at its core