THE CLIENT
Canon UK
type
Hands on activation
EVENTS
4 premium events
Audience
84 pre qualified phorographers
REACH
220k viral views
CAMPAIGN
Multi channel
THE BRIEF
Getting Canon gear in front of the photographers that advertising can't reach
We gave Canon four days inside Creativity Hub's Showstopper series, putting their cameras and lenses in front of an audience of keen enthusiast fashion and portrait photographers who were already there to shoot.
Each event was built around a different creative theme, chosen to play directly to Canon's strengths and showcase what their gear could do under real creative conditions.
The brief was commercial: drive sales, upgrades and lens upsells to both new system users and existing Canon photographers ready to step up. The format made it possible, not a presentation or a demo, but a full day of serious photography with Canon kit at the centre of it.
WHAT canon wanted
i
Place Canon cameras and lenses at the heart of four themed fashion and portrait photoshoots, each designed to complement specific features of their gear.
Put Canon kit in the hands of enthusiast photographers who were actively shooting, generating genuine purchase intent and driving sales, upgrades and lens upsells.
ii
Introduce Canon to an engaged audience of fashion and portrait photographers across four different UK regions, at events priced to be accessible across a range of budgets.
iii
WHAT WE BUILT
12 cameras.
4 events.
1 goal.
We structured a rolling loan programme across four Showstopper events, handing each photographer a Canon mirrorless body and lens at check-in and briefing them to shoot as they normally would. The cameras came back full.
The Build In detail
i
Four Events
Canon was present across four of our premium Showstopper days over a single season, giving the campaign consistency and cumulative reach rather than a single spike.
iv
Multichannel campaign assembly
Our content team assembled the strongest photography and video from across all four events into a campaign package: Instagram grid, Stories, YouTube cut, email feature.
ii
12 Camera Loan Programme
Twelve Canon mirrorless bodies available per event, handed to attendees at check-in with a simple creative brief. Returned at end of day with full image libraries.
v
Organic distribution strategy
Campaign seeded through Creativity Hub's own channels first, then via national media partners, then handed to Canon for their own distribution, creating layered reach.
iii
UK wide reach
Each of the events ran in a different region of the UK, giving Canon a genuine national footprint across a single season, reaching enthusiast photographers in communities beyond any single city or market.
vi
Accessible price points
The four events were priced differently across the season, making Canon's presence accessible to photographers at a range of budgets, from those considering their first system switch to seasoned shooters weighing a full upgrade.
Behind the lens
On the day, in the room
Four themed events. Four corners of the UK. Fashion, portrait, and everything in between. This is what a Creativity Hub event looks like from the inside; not a trade show, not a branded pop-up, but a full day of serious photography that photographers actually want to be at.
Measured outcomes
The numbers
we delivered.
The format was designed for reach over time, not reach in one hit. Four events, four different audiences, one season. Every figure below reflects real days with real photographers in real rooms.
Organic views
220k
Viral reach across Instagram. No paid amplification.
Number of Events
4
Consistent Canon presence across a full season of premium photography days.
Photographers met
84
Across four events with Canon cameras handed to every attendee per day.
digital channels
3
Instagram, YouTube and email. One campaign brief, three fully produced content packages.
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Case Study · hands on Activation
Canon
Four Showstopper events. One multi-channel campaign and 220,000 organic views.
220k
ORGANIC VIEWS
Photography from a Season with canon
Shot by real photographers,
at real Creativity Hub events.
These images weren't commissioned. They weren't art-directed by a brand team or produced on a studio day. They came from photographers who showed up to shoot fashion and portrait work, picked up a Canon camera, and made pictures. That's exactly what makes them worth looking at.
Is this for you?
Three briefs that
would lead here.
Canon's event seasion was built for a specific brief. If yours sounds like one of these, a conversation is probably worth your time.
if you need
Product experience at the moment of highest creative intent.
Photographers at Creativity Hub events are shooting all day. They're not evaluating, they're making. That is exactly when you want your product in their hands.
if you need
Multi-channel content from a single brief.
One campaign brief. Four events. Packaged for Instagram, YouTube, and email by our in-house content team. Canon received a fully produced, channel-optimised asset library, not a folder of raw files.
if you need
Authentic UGC at scale, across multiple touchpoints.
A rolling programme across four events generates more content and more variety than a single shoot day. We can build a season-long loan programme around any camera, lens, or lighting product.
YOUR NEXT STEP
Like what we built for Canon? Let's talk
about what we can build for you.
The Canon campaign ran across four events over one season. A single-event version starts the same way: one brief, one set of cameras, one event, and scales from there.
We can have a proposal back to you within 2 working days of a briefing call.
direct contact
Naomi - Commercial and Partnerships
