Challenger brand meets challenger brand
CHALLENGE
Canon entered the mirrorless camera game late and needed to reclaim market leadership. Sony was ahead, much more established and had a much heftier marketing budget. We needed an edge.
STRATEGIC UNLOCK
Always thinking like a challenger, Pixel put a laser focus on the ambitions of emerging content creators. We built campaigns that celebrated creators and let them know we value them and their professional growth. We integrated audience insights and media planning into one smooth system.
Our high-impact storytelling and always-on marketing program combined to drive brand relevance and shape purchase decisions.
Within two years, Canon was back on top.
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