Live For The Story
Consumer PR, Influencer marketing
Repositioning Canon for the Instagram generation.
There is a whole generation of young people that have grown up with photography capabilities at their fingertips, and whose idols are YouTubers and Instagrammers as much as they are footballers and movie stars.
Canon, a brand known mostly for its hardware and product-centric marketing, recognised this new landscape as an opportunity to engage with an audience beyond professionals.
Delivering an editorial reach of 300 million across 19 European markets
As lead EMEA agency, we developed ‘Live for the Story’, a new creative platform to reposition the brand for broader appeal and to help everyone, from smartphone users to photographers, become better storytellers. The influencer-lead PR launch activation ‘365 Days of Summer’ encouraged 16-25 year olds to share their stories of summer on Instagram, using the hashtag #LiveforTheStory, for their chance to chase summer around the world for a year.
The PR Campaign was created centrally by VCCP and executed across 19 European markets. VCCP created all media assets along with detailed guidelines for execution supporting markets with limited resources to ensure the campaign was successfully delivered.
With the support of model, actress and world-famous storyteller Zoe Kravitz, as well as over 100 influencers across EMEA, the campaign delivered over 17,000 entries over the course of two months, with engagement rates of 17.2% across Instagram.
Editorial Coverage in influential lifestyle media, including Vogue, Elle and Wonderland, delivered a reach of over 300 million, driving brand reappraisal as well as a 6% increase in brand preference.