Through this campaign, which will run across social media platforms and Canon’s owned channels, the camera company aims to “inspire and amplify the next generation of creators,” and chose Chamberlain because of her “prominent voice among young creators,” Melisa Yoo, senior marketing manager at Canon, said in an email. The first camera Chamberlain ever purchased to film her YouTube content was a Canon model, and she has continued to use Canon cameras throughout her social media career, making the partnership even more fitting, she said.
Millions of people around the world consider themselves either part- or full-time content creators—SignalFire’s estimate is around 50 million, while Adobe’s places the total at over 300 million. But no matter how many people truly identify as influencers, content creation has become an increasingly appealing career path, particularly among younger generations.
And though brands have long partnered with creators to promote products or produce social media content, Canon is one of the first brands to specifically market its products to this sizable group of aspiring creators. Beyond this partnership with Chamberlain, Canon also recently worked with three creators—Karl Ndieli, Kirsten Titus and Alisa Marie—to highlight how each creator incorporates Canon products into their career, Yoo said.