The brief

Canon asked us to produce a printer campaign that highlighted how simple it is to personalise prints at home, whilst tying it into a key marketing pillar – diversity.

The distraction

Throughout Europe, local lockdowns meant that people were turning online to buy birthday and holiday cards. With Valentine’s Day coming up, we realised that plenty of people would find it difficult to pick up a card – and some might even forget completely.

We were also aware that Valentine’s Day cards often fail to celebrate different types of love, and there’s a big opportunity to help people find a card that better suits their relationship.

How did we make our audience care?

We briefed non-binary illustrator Wednesday Holmes to create five Valentine’s Day cards that showcased and celebrated different kinds of love, then made the cards available to download for free on the Canon website.
We worked with Wednesday to share the cards across their Instagram and TikTok, and also partnered with LGBTQ+ micro-influencers to show their audiences the card they were giving to their partner ahead of the big day.
Finally, we produced a content calendar and toolkit for Canon’s local regions, giving them the tools to create posts showing that #LoveIsAllAround.

The action

  • Wednesday’s posts reached over 145,000 people, and they secured 15,300 likes on Instagram and an engagement rate of 14.87%

  • The Canon website saw page views more than double over the campaign period

  • The cards were downloaded 527 times

  • 192 people clicked through to Canon Stores after downloading, and 261 went through to Canon’s Creative Park site

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