Reframing the brand and establishing long-term relationships

We designed a comprehensive and ever-evolving CRM programme that allows Canon to play an active role in every decisive moment of a customer lifecycle.

Strategy

We used customer data and modelling to understand the needs and motivations of our customers, or storytellers as we prefer to call them. And we use this strategy to inform what content we share with them, as well as finding the right moment to introduce relevant products to them.

Design

Our new, data-driven campaigns are intended to build a valuable, lifelong relationship with storytellers. We start with a warm welcome, identifying their interests, proficiency and ambition around image-making. 

We continually deliver actionable inspiration and guided development to keep them active and progressing. We anticipate the need for new kit upgrades or expansions, encouraging deeper exploration and experimentation to accelerate conversion. By recognising their dedication to image-making and their loyalty to Canon, we reward their efforts and celebrate their achievements with them.

A new life(cycle) for Canon