COMMUNITY MANAGEMENT STRATEGY

At the heart of this project was a complete strategic shift: repositioning Canon Europe’s YouTube channel from a one-way broadcast platform to an active, human-led social space. I developed a new community management approach grounded in brand storytelling and audience insight, balancing Canon’s visionary and technical voice with a tone that felt approachable, bold, and authentic to the creator community. This strategy was informed by a clear set of KPIs, focused on increasing audience engagement, fostering meaningful interactions both on our own videos and across the wider YouTube ecosystem, and ultimately making Canon a trusted, human voice in the photography and creative tech space.

Rather than simply respond to comments, our strategy was about participating in the culture. Together with our community manager, we actively sought out creators, joined relevant conversations, and engaged thoughtfully in ways that built trust and visibility. The comments weren’t transactional, they were crafted to add value, spark dialogue, and reflect Canon’s passion for visual storytelling.