Pasi Salminen, a photographer known worldwide for his innovative work with different aspects of photography, was chosen as the face of Canon for the Nordic countries' content marketing and automation campaign. The target groups consisted of people and companies working with media, PR, marketing and photography. The main goal was to bring awareness and create leads for Canon’s Ecosystem, a complete solution designed for handling multiple photographer and videographer business areas and growing business effectively. This was done with a content marketing program consisting of e-mails leading to a campaign page with three different videos, two of Pasi Salminen giving expert tips on photography using the whole Canon solution and an informative video, as well as a pervasive social media campaign.
The campaign generated more than 250,000 content views in social media/marketing automation and exceeded the client's goals in both unique landing page visits as well as lead form submissions.