We are thrilled to announce that our groundbreaking work with Canon Europe has been recognized with a prestigious UK Agency Award for Best PPC Campaign. This accolade is a testament to the innovative strategies and collaborative efforts between Ziggy and Canon Europe’s B2B Demand Gen team over the past two and a half years.
The following case study details the journey that led to this remarkable achievement, showcasing how a deep-rooted partnership between agency and client can drive exceptional results, even in the face of unprecedented challenges. As you read through Canon’s COVID-19 strategy, you’ll discover the ingenuity, determination, and data-driven approach that not only overcame pandemic-related obstacles but also set new benchmarks in the industry.
This award-winning partnership demonstrates the power of adaptability, strategic centralization, and an outcome-driven mindset in modern digital marketing. It stands as a shining example of how businesses can thrive by embracing change and fostering strong collaborative relationships.
Background:
Canon Europe found itself at the crossroads when COVID-19 disrupted its usual business mechanics. Ryan Stewart, the seasoned Demand Marketing Senior Manager at the tech giant, shed light on the struggles encountered, as well as the innovative strategies employed in these unprecedented times. Regardless of whether you’re a novice entrepreneur, a seasoned marketing professional or someone navigating the entrepreneurial waters in the pandemic era, Stewart’s insights from this candid discussion will offer you valuable takeaways.
Stewart commences by painting a vivid picture of the predicament Canon Europe found itself in due to the pandemic. The initial sense of disarray, however, quickly metamorphosed into unmatched opportunities for innovation, drastically steering the company’s marketing efforts.
Centralization for The Win
In response to the unfolding situation, Canon Europe made the strategic move to centralize its media budget, assuming responsibility for the lion’s share of its marketing activities across the continent. This pivot, according to Stewart, allowed them to pool resources and focus on strategic initiatives that delivered more bang for their buck. A centralized marketing strategy also facilitated consistent messaging across different markets, increasing brand resonance.
The Path to Implementation
Ziggy worked with Canon Europe to execute an audit as a part of its new strategy. It is noteworthy that the reciprocal relationship they forged, where both parties understood and appreciated the journey Canon was on, proved pivotal. Stewart lauded the team for their patience and relentless support as Canon navigated uncharted territories.
The Twofold Result
The new approach turned out to be massively successful. It went beyond (five times, to be exact) the expected return on advertising spend and showed marked improvements in key metrics. Further emboldened by these impressive results, Canon secured an additional budget. The company is now in the process of scaling up the new strategy across all 15 markets it commands in Europe.
Impactful Mindset Shift
The seismic shift at the heart of this success was a transition from an output-driven to an outcome-driven mindset. Centralization and ownership of performance-related tasks and activities meant more control and accountability. This approach, according to Stewart, not just reinforced efficiency but changed the very perception of the media budget. It was no longer negotiable or susceptible to any cuts during budget planning.
Surprising Discoveries
One surprising result of this exercise was the considerable opportunities generated through paid search activity, particularly in the high-end production print environment. It was a realization that further underscored the potential of the outcome-driven mindset: By placing the users’ needs at the heart of their strategy, they could drive revenue and achieve continuous improvement in a challenging scenario.
Stewart’s discussion is an encouraging case study of resilience and adaptable leadership displayed during a crisis. It serves as a powerful demonstration of how problems can be turned into possibilities with an understanding approach, a calculated strategy, and an outcome-driven mindset. In his words, “and they’re incredibly supportive, not just in the delivery of the work, but in understanding the journey that we’re on within Canon…while we figure out what we’re gonna do, how we’re gonna make this work, what the processes look like…”
Hearing from Ryan Stewart about Canon Europe’s transformative journey offers a invaluable lessons about crisis management, strategic planning, successful collaboration, and how to weather storms with grace. This insightful talk is bound to remain etched in your minds long after you have watched the video. We invite you to watch, learn, and thrive.
A Testament to Collaborative Success
Starting with the previous successful campaigns that lead to a prestigious UK Agency Award for Best PPC Campaign, this case study is another big win for our partner. This recognition underscores the exceptional results achieved through the partnership between Ziggy and Canon’s B2B Demand Gen team.
Key takeaways from this COVID-19 campaign include:
- The power of centralization in driving efficiency and consistency across markets
- The importance of an outcome-driven mindset in marketing strategy
- The value of deep-rooted partnerships between agencies and clients
- The potential for innovation and growth, even in challenging times
The campaign’s success goes beyond the award, with Canon scaling revenue well into the millions and showing consistent quarter-over-quarter improvements in both scale and efficiency. This achievement proves the effectiveness of demand generation as a strategy and sets a new standard for collaborative efforts in the digital marketing landscape.
As we look to the future, the lessons learned from this campaign will continue to inform and inspire marketing strategies across industries. The adaptability, strategic thinking, and collaborative spirit demonstrated here serve as a blueprint for success in an ever-changing digital world.
To learn more about the success of the previously success Canon campaign, watch the full case study here.
