Background:
Canon introduced the ME20F-SH, a groundbreaking camera with an ultra-sensitive imaging sensor capable of capturing video in near-total darkness. Initially intended for niche markets such as industrial, security, and specialist production, the camera launch was slated for minimal marketing support; a basic webpage, spec sheets, and sales materials. But, with its unique capabilities, I saw an opportunity to tell a broader story about Canon’s technical DNA and ability to support creators of all levels.

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Activities:
As Senior Manager of Professional Products Marketing, I met with Emmy-award winning television producer Al Berman, who dreamed of producing a live, real-time, global wildlife broadcast, but had lacked the technical capability to capture animals at night without artificial light.  After hearing the vision for the project, I immediately identified a strategic opportunity to elevate Canon’s brand story by partnering with the National Geographic Channel on their groundbreaking special, Earth Live.

 

I coordinated closely with our technical marketing team to supply and certify cameras and lenses for production use. Simultaneously, I worked with our sales organization to support equipment sales and rentals, ultimately generating approximately $300,000 in incremental revenue, more than covering the total marketing investment. After the program aired, members of the production team publicly endorsed the ME20F-SH at major industry events, including the National Association of Broadcasters (NAB) Show and in media appearances.

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After my role expanded to include consumer product marketing during the planning stages, I took full ownership of the professional and consumer-facing elements of the campaign. I led content review, brand alignment, deal negotiation, and cross-functional coordination to ensure a cohesive narrative across all platforms including targeted digital advertising and a real-time social media campaign simultaneous with the broadcast of Earth Live on the Nat Geo channel.

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Result:
The campaign delivered over 100 million media impressions in outlets from trade publications to NBC’s The Today Show and significantly elevated awareness of Canon’s innovation capabilities among both professional and consumer audiences. Due to the camera's use in the production, Canon later received a prestigious Technical Achievement Emmy Award for the ME20F-SH, which sparked renewed media interest and generated another wave of high-value exposure for the brand.