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Sony: A Creative Community

Case Study • SABRE Awards, IN2, EMEA, 2021

Sony, a technology company, launched an online community of ambassadors to engage an audience of 'pro-sumer' photographers across Europe and drive sales of Alpha cameras, bringing a fresh audience to the brand.

Canon: Truthmark

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2021

Canon, a camera brand, created a platform to combat the misuse and misinterpretation of photography in Denmark.

Fujifilm Instax: What between us is real

Case Study • Howard Tan, WARC Awards for Asian Strategy, Entrant, 2020

Multinational corporation Fujifilm ran a social media campaign to boost sales and awareness of its Instax instant cameras and film by positioning physical photos as an authentic alternative to fleeting digital snapshots in China.

Sony Alpha Universe 2019

Case Study • SABRE Awards, Gold, EMEA, 2020

Sony, a technology company, showcased the different aspects of its cameras across Europe by launching a blog-powered website that featured interviews and video-led content from photographers that had used them.

US, Cameras & photography Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points, May 2020

An overview of advertising as a percentage of sales in the cameras & photography sector in the United States since 2007.

What’s working in consumer electronics

Article • WARC Category Intelligence, February 2020

Global strategies, campaign updates and trends in the consumer electronics category.

Nikon: Insta Badge

Case Study • MMA Smarties, Bronze, India, 2020

Nikon, a photography equipment brand, promoted the brand by creating an engaging activity that celebrated the community on World Photography Day in India.

Lenovo Group Ltd (Consumer electronics)

Article • Euromonitor Advertiser Profiles, November 2019

This Company Profile from Euromonitor provides key details and analysis of Lenovo Group.

Getty Images: Visual Storytelling through Latin America

Case Study • SABRE Awards, LATAM, Geographic, Gold, 2019

Getty Images, a visual media company, increased its brand awareness in Brazil, Mexico, Colombia, Argentina and Chile through a multi-faceted press campaign.

Canon Vs Smartphone

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Canon, a camera brand, launched a three phase campaign in the Nordics that smashed preconceptions and let people rent a Canon to prove its superiority over a smartphone camera.

Sony Alpha: Sony Alpha Universe

Case Study • SABRE Awards, EMEA, Branded Journalism, Gold, 2019

Electronics brand Sony created a community-led website and supporting social media campaign to appeal to photography enthusiasts and boost awareness and sales of its Alpha camera range.

Nikon: 5 Challenges. 5 Photographers.

Case Study • SABRE Awards, In2 EMEA, Best Use of Photo Networks, Gold

Nikon, a multinational camera company, advertised its new mirrorless camera range in Europe by inviting five photographers to use its equipment.

Canon: Local Business Never Looked So Good

Case Study • Patrick Poulsen, Gabrielle Marcel, WARC Awards, Entrant, Effective Content Strategy, 2019

Camera company Canon ran a social campaign focusing on user generated content to drive sales and help local businesses in Scandinavia.

Canon: Rent a Canon

Case Study • Patrick Poulsen, Aneta Junkova, WARC Awards, Entrant, Effective Social Strategy, 2019

Camera brand Canon launched the world's first camera rental service on Instagram to show Nordic people how easy it is to use a Canon.

Samsung Corp (Consumer electronics)

Article • Euromonitor Advertiser Profiles, March 2019

This Company Profile from Euromonitor provides key details and analysis of Samsung Corp.

Canon Australia: Canon captures Down Under from above

Case Study • SABRE Awards, In2 APAC, Broadcast Media (Radio/Television), 2018

Canon Australia, a manufacturer of imaging and optical products, showcased its support of the professional photographer community and drove product knowledge and sales through its campaign with Eugene Tan.

Canon: 365 Days of Summer

Case Study • Laura Di Simone, WARC Awards, Entrant, Effective Content Strategy, 2018

Canon, the photography brand, used social media to reconnect with consumers and increase sales in Europe.

Aric Guité: #CollabWithAric

Case Study • CASSIES (Canada), Silver, CASSIES, 2018

Aric Guité, the Canadian photographer, used imitation and Instagram to capture the attention of Toronto-based art directors.

Kodak's cryptocurrency adventure and the danger of crypto hype

News • 12 January 2018

LAS VEGAS: Legendarily short-sighted camera company Kodak has become the latest company to dangle the term cryptocurrency in front of investors, with the move widely read as a gamble on the hype surrounding this little-understood technology.

iStock: Diretor de Criação Jr.

Case Study • MMA Smarties, Bronze, LATAM, 2017

Image bank iStock used Facebook and Canvas to generate brand awareness in Brazil.

Reuters and Canon Europe: In Pursuit of the Shot

Case Study • Jeff Perkins, WARC Awards, Entrant, Best Use of Brand Purpose, 2017

This case study shows how Canon, a photographic equipment brand, launched a photography event in partnership with Reuters, in order to launch its newest model in the European market.

Canon USA: Photo Coach

Case Study • WARC Cases, 2016

This case study details how Canon, the camera manufacturer, increased brand engagement in the United States.

Checky: Pictures full of warmth

Case Study • WARC Awards for Asian Strategy, Entrant, 2016

This case study shows how Checky, a Polaroid camera, successfully repositioned itself in the Chinese market by embracing its analogue nature rather than competing with emerging technologies.

Panasonic Eclipse Live by Solar Power

Case Study • SABRE Awards, Gold, Asia-Pacific, South-East Asia, 2016

Panasonic, the electronic company, used a video live stream, PR and social media to raise awareness of its solar technology in South East Asia.

Sony: Dreams come true

Case Study • Ego Lau, Alex Chaow, Cooby Ho, WARC Prize for Innovation, Entrant, 2016

This case study describes how Sony, an electronic goods brand in Hong Kong, launched a campaign with YouTube to showcase Sony products and encourage Hong Kong people to dream.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.
The WARC Guide to Marketing in the gaming ecosystem

Article • WARC Best Practice, September 2020

A summary of new thinking and best practice on marketing in the gaming ecosystem, from the WARC Guide.
Drivers of change: Part of the Marketer's Toolkit 2021

Article • WARC Exclusive, November 2020

Part of WARC’s Marketer’s Toolkit 2021, this data report, based on a survey of client and agency-side executives, looks at near-term trends in six key areas, following the STEPIC methodology.
Les Binet outlines why "share of search" is a powerful, predictive marketing metric

Article • Stephen Whiteside, Event Reports, IPA EffWorks 2020, January 2021

Research by Les Binet, the head of effectiveness at agency adam&eveDDB, demonstrates that a brand’s “share of search” within its category is a vital metric for marketers to consider.