The first step for aspiring photographers is to find a great DSLR camera that is easy to use and versatile. Just as important (if not more) is the next step: Learning how to use that camera to create the photos you want to capture. After all, even the highest-end camera still relies on the human touch.
Say Media + Mediacom + Canon
Canon worked with Say Media and Mediacom to craft a truly unique and compelling campaign that helped consumers reach both of these goals, from selection to shooting, by creating awareness of Canon products and educating consumers about how to best use their new equipment.
THE COLLABORATORS
The adventureBen Bowers & Eric Yang
hunters
Gear Patrol-
the urban momNaomi Davis
Love Taza 
The artful bakerJoy Wilson
Joy the Baker
the lifestyle photographersElsie Larson &
Emma Chapman
A Beautiful Mess
In an effort to reach a wide range of photographers, Say Media and Canon worked with four design-savvy brands that rely heavily on photography to tell their digital stories. Ben Bowers and Eric Yang of Gear Patrol tap into a discerning male audience; Joy Wilson of Joy the Baker has a unique following of sophisticated foodies; Naomi Davis of Love Taza reaches parents who want to capture and share their family's special moments; and Elsie Larson and Emma Chapman of A Beautiful Mess are a favorite of source of inspiration for women who love fashion and décor.
CANON & CONTENT
Each media brand created compelling content specifically geared toward its unique audience, either using or profiling Canon’s latest suite of products. Readers love to go behind the scenes, and these posts allowed them to not only follow along on the journey but also to better understand (through integrated photography tips and tricks) all of the elements that go into making the journey a success.
Ben Bowers + Eric Yang + Canon 5D Mark III
One particularly thrilling part of the campaign: The guys at Gear Patrol (who were so kind as to take one for the team) gave their readers an up-close and personal look at the Lamborghini Aventador, all shot with a Canon EOS 5D Mark III DSLR. The visuals were stunning, the roar of the engine was intoxicating, and the end result was a perfect love letter to a car they called “rolling theater.” Fun fact: Gear Patrol used an Octocopter to capture the aerials and recreate the crane and glide shots. The video was viewed more than 20,000 times the first day it was posted.
PROJECT IMAGINAT10N
Most of the posts live on the editors' respective sites, but some of the content was created exclusively for use on Canon’s Project Imaginat10n sites. High-impact interactive ads drove consumers to additional posts they may not have otherwise discovered — and readers were encouraged to share their Instagram shots with a dedicated hashtag: #SummerShots.
HIGH-IMPACT ADS
BY THE NUMBERS
Ultimately, audiences of these sites really look to these influencers for inspiration, practical knowledge and hands-on advice for how to up their photography game. By providing them with amazing original content that showcased just how Canon’s products were able to bring a story to life, Say Media and Mediacom helped achieve Canon’s goals and provided great custom content that readers loved. We like to think of it as the perfect amount of exposure.