Despite being world-renowned for its cameras, Canon faced a challenge when launching its first portable printer – the Canon Zoemini. How could we raise awareness of the device to a Gen Z audience and bring to life the product features that allow it to stand out amongst competitor products?
We built an influence campaign that focused on driving relevance amongst our key audience. We launched a two-tiered approach; working with a high-profile Gen Z influencer to drive reach, supported with a circle of micro influencers — tapping into niche communities — to drive authenticity. This approach provided a rigorous content stream that brought the product and brand story to life, driving more than 4,000 product page views from Instagram alone, in a two week period.