CONSUMER PRINT CAMPAIGNS FOR CANON
In response to Canon’s communications objectives for 2021 and 2022, we developed a comprehensive creative campaign strategy for the PIXMA printer range, successfully launching three campaigns that aligned closely with Canon’s business goals. These campaigns engaged in meaningful conversations around diversity, inclusion, and mental health, broadening the brand’s appeal and resonance with audiences across Europe.
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For each campaign, we collaborated with talented illustrators from G6 markets to produce exclusive, printable designs, available for free download on Canon’s EMEA websites. This approach allowed us to create relevant, high-value content that resonated with diverse audiences while showcasing the versatility of Canon’s PIXMA printers. We also coordinated influencer partnerships across G6 to amplify the campaigns’ reach and impact. Notably, the ‘Heart On Your Sleeve’ campaign included an internal activation in Canon’s new office space, where I organised a mental health stand and workshop to engage and educate colleagues, extending the campaign’s impact within the Canon community.
CREATIVE CAMPAIGN IDEATION
Working together with our agency, TMW, we developed the creative frameworks for these campaigns in line with Canon's business goals.
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These campaigns engaged in meaningful conversations around diversity, inclusion, and mental health, broadening the brand’s appeal and resonance with audiences across Europe.
SOCIAL MEDIA STRATEGY
Planning the campaigns' social media strategy for 2021 and 2022 for central and local accounts in 32 markets in EMEA. Supporting local markets with social media toolkits, including strategy, messaging, assets, copy and more.
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INFLUENCER COLLABORATIONS
I briefed our agency, TMW, to ensure alignment on campaign objectives, creative direction, and target messaging in influencer selection. I managed the detailed selection process for both illustrators and influencers, choosing talent that would authentically connect with our audience and effectively represent Canon’s values.
Throughout the campaign, I maintained close collaboration with regional markets, engaging them early in the influencer selection process to secure their buy-in and ensure each partnership resonated locally.
INTERNAL COMMS MANAGEMENT
The ‘Heart On Your Sleeve’ campaign included an internal activation within Canon’s new office space, where I organised a mental health stand and a workshop designed to engage, educate, and support colleagues on key mental health topics. To further extend the campaign’s impact within the Canon community, I leveraged additional internal communications channels, including the company portal and internal newsletter, to provide resources, share event highlights, and encourage ongoing conversations around mental health. This multi-channel approach ensured that the campaign resonated deeply across the organisation, promoting a supportive and inclusive workplace culture.
Results
750K+
Impressions on social media
+200%
Page views
50+
Pieces of coverage in G6
30+
Influencer collaborations in G6
3K+
Downloads