Published on February 20, 2014
“The best images are the ones that retain their strength and impact over the years, regardless of the number of times they are viewed.” — Anne Geddes
The DSLR Market • The Indian digital camera market is currently estimated at around Rs 4,000 crore, equally divided between the DSLR and the compact category. • The DSLR market in India is now at 250,000 units and growing at a little over 10% yearly • The 210,000-unit digital compact camera (point-and-shoot) segment has shrunk in comparison Source : Business Standard 5 Canon 45 50 Nikon Sony, Olympus and others
Target Group Demographics • Male/ Female • 22+ years • Sec A,B in affluent markets Psychographics • Passionate • Is digitally inclined • Social if not outwardly
The Consumer • According to Canon India's statistics, the average age of its last 50,000 DSLR customers is 29, of which almost 30 per cent are women. • Almost the highest number of wedding photographers in the world. • Youngsters are finding value in investing in a DSLR, with smartphones killing point and shoot cameras. • DSLR is gradually becoming a lifestyle product. Source : Business Standard
Consumer Insights • Exploring the creative side through photography. • Buying a DSLR camera (not satisfied with smartphone or entry level cameras) • Going out for photography walks during leisure time. • Rise of photography pages / groups on facebook.
The Current Social Media Realm
Twitter analysis Similar AFA, no new followers reason being lesser visible digital campaigns As on October, 15th 2013, Sysomos Because of the recent campaign – Project Resound ( Shreya Ghoshal and Kailash Kher)
Twitter analysis Same gender ratio and ―photography” is the key word followed by lover and music As on October, 15th 2013, Sysomos
Twitter analysis Almost similar to Nikon India, with 787 common followers. As on October, 15th 2013, Sysomos
Facebook analysis No. of fans Talking about 1698536 742261 555419 18671 12859 15569 Sony India has a larger fan base because the page talks about other products as well As on October, 15th 2013, Canon India has a lesser fan base, but has a higher overall engagement ratio. Users are getting involved with the content.
Canon India has to have further more brand engagement to increase the growth of fans. As on October, 15th 2013
Deeper dive into Canon India This week Last week Aug. 13 Sep. 13 Oct. 13 Fans 552k 547k 495k 524k 543k Talking About 16k 15k 15k 15k 12k Total Posts Avg. Reactions Monday 9 450 Tuesday 11 716.4 Wednesday 7 382.9 Thursday 10 434.7 Friday 9 436.3 Saturday 6 604.3 Sunday 5 588.6 Fans growth Day wise posts
Deeper dive into Canon India Post Details Total Posts Avg. Reactions Avg. Likes Avg. Comments Avg. Shares Status 2 168 74 94 0 Picture 53 548 499 16 33 Link 1 48 41 7 0 Video 1 34 33 1 0 Offers 0 0 0 0 0 Music 0 0 0 0 0 Slides 0 0 0 0 0 Others 0 0 0 0 0 Total 57 517 468 18 31
The Content Lesser interactions on product / campaign promotions More interactions on images
The New Strategy
From the earlier data, we can deduce: • Photography and lover are the keywords. • People are more engaged on the photographs posted, they even post their similar photographs, they are more interested in amazing photography through the camera rather than anything else. • Not all of them are professionals, most of them are newbies but are passionate about photography, which is well stated by the type of questions they ask.
Rational Let’s build an emotional connect. Inspire all, those who aspire. While other brands are going on a more rational route. Emotional
Types Of Photographers Professionals Wedding, Fashion, Product Passionate Nature, Travel, Wild life Core TG Newbies Part timers
What does your camera mean to you? A picture is worth a 1000 words • • • • • Helps me express myself… Captures the world for me…. My best moments to be relished.. Gives me a break out of regular work life… Gives me power to create… Source : A small research conducted.
The Proposition An amazing DSLR Camera Passion & Creativity of the individual Capture The Extraordinary In The Ordinary
The Rationale Everyone aspires for the extraordinary, not knowing that it’s made from the ordinary itself. It’s the time to pause for a while and look for the EXTRA bit present in the ordinary. Every photograph can be made interesting, there can be new discoveries, experimenting with composition, depth of field, different angles and perspectives. All one has to do is to pick up a camera, and be creative.
Canon presents The Extraordinary An online social reality show, making the ordinary photographers, extraordinary. Carving the best out of them using their skill and passion for photography. Your chance to get famous. Amateur and booming photographers can be targeted.
The Platform Promotion Picasa The core user engagement platform. Free social image hosting platforms.
Step 1 - Recruitment : Twitter Engagement #MomentExtraordinaire Canon India shall announce the details of the contest through Facebook and Twitter, asking users to participate in the #MomentExtraOrdinaire. For 5 days, a contest will be run on Twitter -there will be a post put at random time intervals daily, asking users to post an extraordinary pic of that moment, the pic. can be of office, outside, while travelling etc. The users have to be creative and send a pic of that moment, with a caption. There will be a time slab of 30 minutes. For e.g. if a post is put up on Monday at 5:00 pm, on Tuesday it can be 12:00 pm. Top 20 winners will get a chance to be trained.
Step 2 – Training : Facebook / YouTube Club Extraordinaire The 20 winners, will now undergo 3 day training. Videos will be shot during training and interviews will be taken and put up on YouTube and shared on Facebook.
Step 3 – Selection : Facebook + Picasa/ Flickr Club Extraordinaire Now, after training every individual will be sent to different places across India like Kutch or Kasaul etc. to capture the extraordinary in the ordinary. Different albums will be created on facebook, and users will be asked to vote (like, comment and share). Top ten most voted albums will be declared winners.
Step 4 – Exhibition : Facebook + Picasa/ Flickr The Extraordinary A microsite will be created to showcase (exhibit) the 10 winners’ photographs. This can also be treated as a stock image website. Special albums or packaging covers can be made out of those photographs for Canon products. Life size exhibition can also be done in larger cities.
So, it’s not only about the user who does it, but it’s the brand which also does it, which is to Capture The Extraordinary In The Ordinary © Ankur Srivastav firstname.lastname@example.org
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