2024 Silver Customer Journey

Agency: VCCP

Client: Canon

Entry Title: Changing Behaviour with Data-Driven Precision

Executive Summary

How could Canon persuade long-time camera owners to upgrade to a new, advanced camera system?

Strategy

The goal was to drive behaviour change by shifting customers from the mindset of ‘my camera is good enough’ to embracing Canon’s new mirrorless cameras. Rather than imposing a linear product campaign journey, the team took a personalised, data-driven approach, guiding each customer along their unique journey.

This started with identifying 645,000 potential customers based on tenure, leveraging multi-dimensional data like product usage, interests and behaviours; and a scoring system that meticulously tracked their movement from indifference to curiosity, and ultimately readiness to upgrade.

Creativity

The team designed a series of personalised, triggered journeys, adapting the core message of ‘unlocking unique creative possibilities only with EOS R System’ to match each customer’s passions, needs and engagement level as they progressed. A test-and-learn approach further refined these tactics, experimenting with personalisation, genre-specific content and urgency-focussed strategies for optimal impact.

The work ignited curiosity by showcasing the creative possibilities only possible with the EOS R System. By tailoring communications to each customer’s preferred genres and product tenure, Canon emphasised the significant technological advancements since their last purchase, creating a sense of being left behind.

Once consideration became evident, the ‘Join the Switchers’ campaign bridged the gap between interest and action by instilling confidence and reassurance. Leveraging the principles of FOMO and social proof, Canon provided individualised camera recommendations and featured testimonials and success stories from other customers, established photographers and filmmakers, who had already switched and never looked back.

They were invited to experience the products first-hand through trials or retail visits.

Results

The campaign effectively drove behaviour change by moving 14% of the cohort from indifference to consideration and successfully converting 2.9%. Engagement with the programme boosted the conversion likelihood by 500%.

The Team

VCCP - Rachael Nugent, Business Director - Lottie Phillips, Senior Account Director - Iona Easton, Account Manager - Emma Clark, Lead of Customer Engagement Strategy - Rafa Mendonca, Strategy Director - Rob Voase, Strategy Director - Daryl Swinden, Head of Data Strategy - Lucy Chaudhuri - Head of Data Science & Analytics - Jim Capp, Creative Director - Emma Leaney, Creative Director - Lucy Prior, Associate Creative Director - Tom Gifford, Head of Design -Trey Davis, Senior Copywriter - Paul Quin, Senior Project Manager

Canon EMEA - Beth Simpson, EMEA Customer Marketing Senior Manager - Daniel Forero Molano, Customer Marketing Specialist - Harjot Bhinder, Data Analyst - Douglas Hunter, Consumer Insight & Analytics Manager