Local Business Never Looked So Good

By Uncle Grey, Copenhagen, Denmark

For Canon

Highly Commended in category Media

WPPED Cream
Project Description
Our brief was to capture the interest of young aspirational consumers, who rely on inferior mobile photography to tell visual stories every day, and remind them of the power of great photography and how that can help them realize their full creative potential. Instead of the usual TV campaign this Canon campaign we specifically lunched an activation that harnessed the power of social media and a new emerging platform, Google Local Guides to rally thousands of people to help their small, local businesses with the power of photography.
The campaign was targeted directly to the Canon fans on social media and required one very specific, innovative action from them; Help your small, local businesses by using your photography. 22,000 fans took action and responded by helping small, local businesses with a staggering 327,000 photos. Each of the photos eventually became our media for showcasing the power of great photography.
Agency Solution
We teamed up with Google Local Guides, and got a unique sign-up link for Canon fans to use (used for tracking results and retargeting). Next, we got local photographers and influencers to start helping their favourite small, local businesses by using their superior Canon photography to change the business imager on Google search results simply by uploading it to Google Local Guides.
Next, we used the influencers photography to inspire and rally Canon fans through Facebook, Instagram and newsletters to start helping their small, local businesses too.
We used organic and paid Instagram posts on @canonnordic and the influencers SoMe accounts; Paid posts on Google Local Guides and Google Maps. The campaign was live May 16th 2017 until June 7th 2017, and with 46 social content elements across the Nordic markets it rallied more than 22,000 Canon fans to help their small, local business with their Canon photography.
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