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Social Creative: Canon InstaZoom

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The concept behind the advertising campaign is to show off how the SX60 HS offers far more zoom than many other cameras on the market, particularly those within smartphones. To create this puzzle masterpiece, it required over 33 Instagram accounts, 297 photographs, and 330 captions to create a network of photographs and accounts that effectively let you “zoom” into an image using Instagram’s tagging feature. For example, tapping on “sexy_skyline” takes you to one of the Instagram accounts to get up-close to a skyscraper that’s under construction. Within the main image, there are two dozen individual stories and photographs to find. Users who find all 24 of the scenarios were entered for a chance to win a SX60 HS. Canon reports that its social engagement increased by 947 percent and its viral reach by 475 percent. Over the course of three days, Canon obtained over 1.3 million impressions. Those are numbers difficult to achieve with specialized, sponsored posts, let alone a advertising campaign made up of nothing more than a couple dozen Instagram accounts and photographs. LINK