Background:
Canon had long dominated the DSLR (Digital Single Lens Reflex) category with the EOS system, supported by over 100 million compatible lenses in the field. However, the market was shifting rapidly toward mirrorless cameras; lighter, more compact, and with advanced creative control features. Competitors like Sony were gaining ground, threatening Canon’s legacy advantage, especially with a younger, more digitally native audience.

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Activities:
As Sr. Manager of Camera Marketing Planning at Canon USA, I was responsible for launching Canon’s new EOS R mirrorless system in the U.S., ensuring alignment with global strategies while navigating two key challenges:

1.     The first camera in the line was under-spec’d relative to competitors.

2.     Canon needed to grow market share in mirrorless without cannibalizing DSLR sales, which still drove the majority of revenue.

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To position Canon in the mirrorless category while reassuring loyal users, I led the strategic development of a 360° integrated launch campaign.

• I shifted the messaging focus from the camera body to the revolutionary lens mount, a critical innovation enabling backward lens compatibility and future system development.

• Developed the tagline “Be The Revolution”, with a stylized “R” symbolizing both radical innovation and subtle evolution, appealing to new adopters while retaining legacy users.

• To avoid internal competition with DSLR sales, we targeted a newly identified audience segment: “Cultural Storytellers”, ambitious creators seeking artistic and professional growth through high-quality visual storytelling.

• Executed a fully integrated campaign across digital, social, print, experiential, influencer marketing, and PR, spotlighting diverse creators using the system to elevate their work.

• Oversaw development of sales enablement and go-to-market materials including internal and external sales team training aligned with core messaging.

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Results:

The campaign exceeded all targeted benchmarks and delivered:

• 17.8% increase in product awareness

• 23% lift in brand favorability

• 9% rise in purchase intent

• 100% sell-through of initial product allocation

Today, the EOS R series is the #1 selling line of mirrorless camera systems, reaffirming Canon’s leadership in a transformed market