Building Community Around Education
The brief:
Increase Canon's community engagement online.
the game plan:
Make Canon the hub for photography education in NZ.
In order to connect Canon with the photographic community in NZ we created a full suite of video, photo and podcast content aimed at giving access to some of the top photographers in the country and giving a rare, behind the scenes insight to their creative process.
The Results:
Since releasing the content, Canon have had fantastic feedback from the pro and amateur community alike, receiving over…
4000 podcast downloads
100,000 YouTube views
Consistent, repeat engagement on their posts.
what we created
“Stepping Up Your Photography”
A web series where viewers can follow the top photographers in the country, get behind the scenes access and learn their secrets as they do their epic māhi!
These long form YouTube videos are jammed full of educational value and inspire brand loyalty in the viewer. This kind of professional knowledge usually costs thousands of dollars in a workshop or mentoring environment, and by offering this content to its customers, our goal with Canon is to foster long term relationships with its photography community.
We added time efficient and thoughtful extras to our shoot, such as Q+A (podcast friendly) interviews, behind the scenes videos and photography. We then broke down the long form videos into bite sized chunks for various social platforms, for maximum bang for buck and usability.
Each “Stepping Up Your Photography” shoot resulted in around
40 pieces of unique content.
Full Episodes
Episode Trailers
Behind the scenes videos
IG Stories
Videograms (short clips designed for Instagram feed)
Q&A sessions and podcast episodes
Behind the scenes and Lifestyle photography
“Canon Conversations" Podcast
A monthly video podcast where listeners and viewers can hear from the top photographers in the country on their areas of expertise.
The show has raised Canon's profile and established them as a leader in the market. It has solidified their commitment to showcasing Aotearoa's world class photographers and producing valuable educational content for their customer.
The show has already had over 4000 downloads, and Canon Australia has been inspired to jump on the podcast bandwagon too, collaborating with the New Zealand team in the production of Season 2 of the show.
The results
By keeping education at the centre of all of Canon's content, we were able to solidify their message that they are here for photographers.
Professionals had their work recognised and celebrated by a brand they use and love, keeping them enfranchised for years to come.
And aspiring amateurs were given access to the knowledge of those professionals in a way that could have otherwise costed them thousands of dollars in workshops, keeping them hooked for more content from Canon.