MELVILLE, NY: Canon USA is encouraging consumers to create and showcase their best photos and videos using the brand’s cameras and lenses in its latest campaign.
The Bring It initiative, which launched last week, is focused on "the idea of not just taking a good enough photo or video but a great one," said Michelle Fernandez, director of marketing at Canon.
"The current market in terms of the camera category has really declined over the last couple of years because of other devices, like smartphones and tablets, so we wanted a way to really revitalize the market and awaken people to the idea of better imagery," she added.
To get the message out, Canon is focusing on its social media platforms with posts on Facebook and Twitter. It also launched the Bring It microsite, which will feature user-generated photos and videos later this summer.
The brand is not giving prizes to fans who submit content, but it may consider such incentives in the future, said Fernandez.
The campaign is a "rallying cry to get consumers to bring their A-game," which is why Canon is asking fans to socialize the movement online, she added.
In terms of media outreach, Grey Activation and PR has helped the brand engage media and influencers that it had not been able to reach in the past in categories such as lifestyle, travel, and fashion, Fernandez explained. Grey New York worked with Canon to produce the campaign and the commercial.
The video spot speaks to consumers of all ages, she said.
Bloggers and influencers are also a key part of the brand’s outreach efforts. Canon will allow select bloggers to borrow its cameras and lenses to capture their own experiences and share the photos and videos with their followers.
It is also planning campaign events, including a summer program to help parents learn "how to bring it" with their camera skills, said Fernandez. She declined to offer further details on upcoming events. The brand could also refresh the content in its commercial in the second half of the campaign as the seasons change and it is inspired by images and videos submitted by users.
The company did not release budget information for the year-long campaign.