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Stop Fail Shots

Show the advantages of Canon cameras over smartphones and mobile photography in general.

  • Client

    Canon

  • Creative

    Idea, design

  • Production

    Website development, web design

  • SMM

    Content, advertising

Idea.

To show the advantage of Canon cameras over smartphones, we created an Instagram campaign #StopFailShots.

We encouraged people to post unsuccessful and bad photos from their phones on Instagram with the brand hashtag.

Participants’ photos were displayed on a promotional website where visitors voted for the worst shots.

The worst photos were re-shot with Canon portable cameras under similar conditions.

The author of the worst cell phone photo received a new Canon camera.

Campaign creatives

Canon Stop Fail Shots Instagram post: "We're giving away a new camera for a fail photo!"
Canon Stop Fail Shots Instagram post: a call to vote for the #stopfailshots finalists
Canon Stop Fail Shots Instagram post: a call to post a fail photo with the hashtag
Canon Stop Fail Shots Instagram post: a Polaroid with a question mark, winner teaser
Canon Stop Fail Shots Instagram post: a host announces the final vote for the best photos
Canon Stop Fail Shots Instagram post: a character with photo riddles, contest finale

Results.

🤳🏻 1,600

of “bad” photos were uploaded

600,000

of people reached by the communication message, +140% due to the campaign’s viral idea

⏳02:25

on average, people spent on the site looking at and voting for other people’s fail photos

1.07%

CTR of promotional banners (average regular CTR is 0.3%)