Canon
How to build a multi-million euro, centralised European media strategy backed with customer intelligence.
The Challenge
Despite a mature infrastructure set up, Canon Europe lacked the visibility of how their marketing was really performing. This, combined with a large number of countries to serve and limited resource in central paid media was often resulting in underperforming and thinly spread paid media. Canon Europe needed a partner who could cut through the vast amount of data on hand, to develop a sophisticated media investment plan that would drive and scale opportunities in an industry where buying behaviour was drastically changing.
“We needed an agency who really understood the marketing and sales funnel, someone who could really help optimise our initiatives towards revenue and business objectives”.
Ryan Stewart, Canon
Paid Media Channels
Google Ads Bing Ads Facebook Instagram Linkedin 6 Sense
Regions Managed
EMEA
The Solution
Ziggy worked with Canon Europe to conduct a deep CRM analysis that determined the key drivers of marketing performance in previous years. This analysis also considered wider market and competitor research, that enabled Canon to identify clear opportunities across a connected campaign journey. From this, Ziggy built a data-led strategy, including media forecasts and revenue projections, which supported Canon Europe in prioritising investment into markets that showcased growth opportunities. This approach also allowed for a test and learn environment within core channels and markets, and allowed for local learnings to be applied to relevant aspects of the core campaign
Results at a glance
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0
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of revenue came from three core markets
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market penetration helped inform opportunity to scale
