2024 Bronze Customer Programme

Agency: VCCP

Client: Canon

Entry Title: Growing a Passionate Creative Community

Executive Summary

In a shrinking and fiercely competitive imaging market, Canon had to fight harder than ever to maintain brand loyalty. Given the long purchase cycles and most sales being channelled through retailers, it was imperative to strengthen direct relationships with customers to drive growth.

Strategy

Canon needed to shift its focus from market penetration to maximising customer value. By drawing customers closer and gaining deeper insights into their needs and preferences, it aimed to continuously fuel their passion and proficiency, ultimately creating more opportunities for future sales.

Research revealed that diverse audiences were seeking more than just functional benefits; they craved inspiration and support to nurture their passion and grow as creators. The brand responded by launching Canon Club, a membership programme designed to transcend transactional relationships and cultivate a vibrant community of passionate creators.

Canon Club gave a platform for members to connect, learn and grow together, built around two core pillars: a vibrant community and a progressive benefits system recognising and celebrating each member’s growth, at every step of the creative journey.

Creativity

The creative approach for Canon Club was grounded in the ‘Keep On’ of motivating members to continually pursue their creative passions. It was built into every aspect of the programme, from the tiered membership system to the community engagement initiatives.

The three membership tiers represented different stages of a member’s creative journey, welcoming creators of all skill levels and encouraging growth over time. The always-on acquisition campaign invited existing customers to unlock a world of learning, support and community. By joining, members would gain access to a wealth of educational resources, connect with a vibrant community of creators, and receive exclusive discounts on accessories to complete their kits.

To drive urgency and boost engagement, the team introduced seasonal campaigns that offered exclusive product giveaways and once-in-a-lifetime experiences, such as a photography expedition to capture Sicilian volcanoes alongside a Canon ambassador. Ongoing engagement campaigns kept momentum high, regularly highlighting new benefits, showcasing inspiring contributions from the community, and promoting skill-building opportunities like challenges, portfolio reviews, webinars and online tutorials.

Results

In just two years, Canon Club attracted more than 100,000 members, with a significant 34% active monthly. These members showed a 53% opt-in rate, double the average base rate. Community engagement flourished with 7,900 posts uploaded, 63 new groups created and 10% of members submitting their work in various creative challenges.

Canon Club members have also proven to be significantly more valuable, with an average of 5.4 products owned compared to 1.8 by standard account holders, and a kitbag value that’s 3.9 times higher.