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“As smartphones continue to erode sales of cameras and equipment, traditional brands are building digital platforms that double as marketing assets. Today, Canon launched the multiyear “See Impossible” campaign, shifting the marketing focus away from products and onto customers’ stories.
Canon’s campaign centers around a new microsite, which houses a series of digital videos that highlight how customers use a range of products. One 45-second clip shows how an author used the technology to self-publish her book. Going forward, Canon will expand the site’s content to include submissions from consumers and clients.”