27% increase in claims signals a successful social campaign
Canon New Zealand partnered with Spruik Social in August 2022 to breathe new life into their annual Canon camera gift with purchase programme (GWP).
Canon tasked us to develop a strategic social plan with the goal of significantly improving on the sales results from the previous year.
Deeply understanding your market is paramount when building a consumer campaign, no more so than when communicating with accomplished photographers!
Talking to a creative audience meant applying creative thinking to the strategy, and carefully crafting content to engage them with an emotional pull to purchase.
Mindful of this audience’s attention to visual detail our creative team created alternative asset treatments that served up different image options and colourways across Canon’s social channels, with surprising results.
Being plugged into each channels algorithm means that we were able to measure engagement on the fly allowing us to “test and measure” and lead with the most engaged creative from our test sample.
This approach not only exceeded the campaigns objectives but established a firm strategic platform for future campaigns.
“Spruik ran a successful social campaign for our GWP promotion. We received a 27% increase in claims compared to last year – and believe this number would have been even higher if we didn’t experience stock challenges.” Kate White, Canon NZ