Canon wanted to target travel-loving millennials with their new mirrorless camera, the EOS M10. But with so many other 'made for travel' cameras in the market, how do we make ours stand out? By tapping on the viral toy travel photography trend and showing people a fun and creative way to snap photos on their travels. We partnered with the iconic Japanese 'lazy bear' Rilakkuma, and created a campaign about a girl who travels the world capturing #toytravel moments with her favourite companions:
Rilakkuma and the EOS M10.
Rilakkuma and the EOS M10.
RESULTS
FACEBOOK: 48 MILLION REACH, 20 MILLION IMPRESSIONS, 14.7% ENGAGEMENT
INSTAGRAM: 4.8 MILLION REACH, 400% INCREASE IN ENGAGEMENT, 53% FOLLOWER GROWTH
MARKET SHARE: GREW FROM 5% TO CATEGORY-LEADING 20%
CAMPAIGN COMMISSIONED FOR A SECOND TERM
INSTAGRAM: 4.8 MILLION REACH, 400% INCREASE IN ENGAGEMENT, 53% FOLLOWER GROWTH
MARKET SHARE: GREW FROM 5% TO CATEGORY-LEADING 20%
CAMPAIGN COMMISSIONED FOR A SECOND TERM
FILM
PRINT & OUTDOOR
SOCIAL ACTIVATION
On social, Rilakkuma took over the Canon Instagram page, updating fans on his travels across Asia and inspiring them to start their own #toytravel adventures.
MERCHANDISE
In-store, we released a special edition Rilakkuma plush toy that came free with every EOS M10 purchase.
ONGROUND ACTIVATION
Local markets created their own on-ground activities where fans could test out the EOS M10 and get their photos taken with Rilakkuma himself.
RESULTS
The results were KAWAII-ZY! Our campaign kickstarted the toy photography trend
in the region, and grew Canon's mirrorless camera market share from 5% to a category-leading 20%.
in the region, and grew Canon's mirrorless camera market share from 5% to a category-leading 20%.
