Canon’s Videos Are Connections

Canon Solutions America used to ask its customers for testimonials. Then the printing solutions company flipped the script in April and let its audience hear from customers firsthand in a video series titled “The Connection.”

The results: The Melville, N.Y.-based company experienced a higher level of engagement with its branded, unique video content via online and direct mail channels than it had in previous campaigns.

Challenge: Brand engagement

Solution: Branded, unique content showcasing customers


  • 26.7% email open rate
  • 14.1% email CTR
  • 5,000 video views from site and banner ads

“We also earned more video views on this series than any other previous customer-focused videos we’ve launched,” says Nicole Schappert Tully, with marketing communications in production print solutions at Canon.

From mid-April to the end of September 2016, the B-to-B vendor saw 5,000 video views of its 11 episodic videos featuring three clients as they went from partnering with Canon, to using its technology, to achieving results. And that’s just from the site and banner ad clickthroughs.

Banner ads ran in just one of the five channels Canon used for this marketing campaign. The company’s audience also received 20,000 pieces of direct mail featuring augmented reality, 10,000 emails, print ads and social media mentions.

All of this happened because on Jan. 8, 2016, Canon hired NAPCO Media Video Services to create and distribute the series. (Full disclosure: Target Marketing is a division of NAPCO Media.)

John P. Gelety, Director of Video Services NAPCO Media, and his team traveled from Philadelphia to record stories on-site with Canon customers Darwill of Chicago, HardingPoorman of Indianapolis, and Progressive Impressions International (pii) of Bloomington, Ill.

“In terms of omni-channel … this is best-in-class,” says Mark J. Subers, president/CRO of NAPCO, who developed the campaign with Canon.

Canon seems to agree and plans to expand its marketing program accordingly.

“We definitely plan to use this omnichannel approach with branded content, moving forward,” Tully says. “It’s important to market out products in the same way we market our customer stories.”