Customer communication programme
Canon gets closer to its customers
Helping customers click with Canon
AHK has worked with Canon for over 15 years, consistently delivering high levels of creativity and effectiveness to both the B2C and B2B sectors of the business.
Canon needed to get closer to its end consumers as research showed that products were bought but not understood, leading to disengagement. This direct relationship had to be developed without alienating retailers.
You Connect is a monthly ezine programme across email, web and social media bringing news, articles and great photos to Canon consumers. It increases loyalty by stimulating engagement and encouraging further product purchases.
The lifeblood of You Connect is fresh content, matched to customers’ stated photographic abilities and interests. For instance, there are three levels of guides covering subjects from simple hints on composition to detailed tutorials involving manual settings and custom functions. Blogs from professionals encourage members to try new ideas and subjects with their Canon camera.
AHK has also developed a series of apps using Agile Methodology to help consumers engage with the brand. Most popular is The Gallery, a celebration of members’ own shots that culminates each year in a hugely popular competition for the best photo. Each issue, an image entered for The Gallery is chosen and the photographer describes the story behind it, revealing their tips.
The agency also consults on strategic direction, contact strategy, measurement, broadcast and production processes.
The You Connect ezine programme regularly achieves significantly higher opens and click throughs than those of its competitors. The exceptionally high numbers of hits and images entered are also a testament to the success for consumers.
Find out more
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- Client: Canon
- Skills: Analytics, broadcast, email, measurement, pan-european, segmentation, social media, strategy, web content.
- Website: You Connect