Background:
As smartphones became the default for everyday photography, traditional cameras were increasingly reserved for special occasions. Canon needed to stay top-of-mind and relevant during those high-stakes “real camera” moments to maintain market share and brand leadership.

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Activities:
My goal was to identify and capitalize on culturally significant moments that would highlight Canon’s technical advantages and reassert its relevance, particularly during events when image quality truly mattered.

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I led a cross-functional initiative to build a campaign around the Great American Eclipse of 2017—the first total solar eclipse visible coast-to-coast in the U.S. in 99 years. We framed our strategy around four pillars: Educate, Engage, Equip, and Enable.

• Collaborated with Sales and Product Marketing to create eclipse photography kits with specialized filters, generating incremental retail revenue and deepening partner relationships.

• Partnered with Canon’s Education team and our Explorers of Light ambassadors to launch online and in-person training courses that taught consumers how to safely and creatively capture the eclipse.

• Worked with our Service team to promote pre-event camera maintenance (“clean and checks”), ensuring gear readiness and driving service revenue.

• Coordinated with PR to place Canon spokespeople in national and trade media, securing widespread visibility and reinforcing Canon’s position as a thought leader in photography.

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Results:

• Online education traffic quadrupled leading up to the event and remained 2X higher more than a year later.

• $275,000+ in direct, incremental e-commerce revenue of specialized “Eclipse kits”

• $25,000+ in revenue was generated from in-person workshops.

• Maintenance services saw a 7% lift in revenue.

• Our PR efforts drove 850 million impressions and secured 69% Share of Voice, significantly boosting brand visibility and long-term equity.

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By aligning Canon with a once-in-a-lifetime national moment, and reinforcing the idea that many personal moments are just as important, we helped reestablish Canon as the camera of choice when quality truly counts.