Case History Database

Entering 2010, Canon EOS’s grip on the dSLR category was slipping. Canon lacked competitive innovation, was expensive, new entrants and traditional competitors were growing aggressively. Through a strategy to reclaim leadership of the category, Canon EOS brought photographers together at the World of EOS, an online community inspiring photographers to take their photography to the next level. Photographers found the World of EOS more compelling than the competitive innovation and price; by creating a community of 48,000 members and 5.6million visitors, Canon EOS outgrew the category by 40% in value, beating share objectives by XX%, returning $3.11 for every $1.