In a volatile market in which it vied with Nikon for leadership, Canon needed to grow market share above category growth and attain and retain no.1 spot.
The enthusiast dSLR category in Australia has been dominated by a rivalry between Canon and Nikon. A year ago two held around 90% of the enthusiast category. Nikon's products were largely at parity and monthly market share had become very volatile. In such a cluttered and competitive market, product alone could not be relied upon. Canon saw an opportunity from research that showed that the biggest driver of enthusiast photography was not technology but inspiration. Photographers are inspired and motivated by the work of others. By looking at the world through the lens of another, they could find the inspiration to pick up their dSLRs. Canon reinvented its Photo5 photographic challenge from a small competition into a broad-reach inspirational experience. It captured the minds and hearts of the enthusiast photographic community, creating reach and scale that stretched well beyond the small budget.
As a result of the Photo5 campaign, Canon EOS achieved market share way beyond its target. It moved from a position of market vulnerability and inability to capitalize on market growth to one of dominance, growth and control.
Fashionable young Indian men were foresaking their razors and adopting the stubble look. Gillette had to find a way to persuade this unreceptive audience to shave more often.
Stubble was becoming cool in India, as young men followed the example of leading Bollywood and sporting stars and going unshaved. Mach 3, Gillette’s high-end razor, was feeling the pain, but the solution was not obvious. The target market – young urban males – was notoriously allergic to commercial messages. Gillette knew it had to do three things: grab men’s attention, get them engaged in the issue of shaving and to shave more often with Mach 3. But how? The key to the puzzle was research from Nielsen showing that 77% of women prefered their husbands to be clean-shaven. More to the point – their opinions were usually ignored. Using bloggers and social media, Gillette sparked a movement called “Women Against Lazy Stubble” (W.A.L.S.), aimed at provoking discussion about stubble. It quickly went viral, becoming a nationwide news story after several well-known actresses lent their support.
The campaign tripled Mach3’s marketshare and achieved ROI of 1:18. It generated $3 million in earned media and publicity – four times the level expected, and the highest-ever highest-ever free media coverage for any P&G campaign in Asia.