CANON

Canon hosts a monthly photo contest on Instagram where participants post their best shots using #UnlockYourStory.

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Insight

Young creators don’t just take photos; they tell stories and build personal brands through imagery.”

Today’s Instagram-savvy Millennials and Gen Z users view photography as a key form of self-expression and storytelling, not just documentation.

Idea:
"See Beyond the Lens."
Canon inspires creators to capture not just what’s in front of them, but the emotion, story, and artistry behind every shot.

Supporting Evidence:

Market Trends: Despite the prevalence of smartphone photography, the global camera market is experiencing growth. In 2023, shipments of mirrorless cameras increased by 18.6% compared to the previous year, indicating a resurgence in interest for high-quality photography equipment. https://www.sonyalpharumors.com/cipa-data-for-the-whole-year-2023-mirrorless-makes-109/

By integrating the hashtag #UnlockYourStory @CanonAus encourages users to see Canon as a partner in their creative storytelling journey. It also builds a sense of belonging and participation through visible social proof (comments).
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