The Canon PowerShot G7 X Mark III had become a viral sensation – as Gen Z rediscovered digital cameras, the compact point-and-shoot found itself at the centre of the trend, with demand consistently outstripping supply.
Social listening revealed something invaluable: beauty and lifestyle influencers were among the camera’s most vocal advocates. The G7 X had become a creator favourite, and where creators led, aspiring influencers followed.
Canon wanted to build on that momentum and position itself as the imaging partner of choice for a new generation of creators. To do that, they appointed Lime to identify a brand partnership that could connect them directly with this audience in an authentic way.
We negotiated and secured a partnership with Space NK, whose community sits at the intersection of beauty, lifestyle and digital culture – exactly where the G7 X was already thriving.
The collaboration centred on Space NK’s Summer Society trip, a four-day creator experience in Miami attended by 18 influencers with a combined reach of more than 40 million followers. Each guest received a G7 X Mark III to document the trip however they chose, with no scripted content or mandated deliverables.
The trip generated coverage across multiple national newspapers and became Space NK’s highest-performing event to date. The campaign delivered more than £6 million in Earned Media Value, with impact extending beyond the G7 X to Canon’s wider product portfolio.
Canon came to Lime with a product that was already having a moment. The partnership we built made sure they owned it.
