Case Study Demo | HayesMedia.co.za

Hayes Media

Canon

Automotive Campaign

Featuring Jaden Mailich

Case Study - Client Name

Overview

Challenge

Strategy

Assets

Metrics

Section 01 / / Breakdown and Overview

CameraTek x Canon: Turning a Product Drop into a High-Intent Automotive Campaign

A campaign-led landing experience built around Jaden Mailich’s McLaren 720S shoot to launch Canon’s RF ultra-wide lineup and convert interest into product action.

How The Campaign Was Structured

We built a clear creator-to-commerce journey that showed product value fast and guided users toward confident purchase decisions.

Credibility First

Lead with the Jaden x McLaren shoot to establish immediate trust and real-world relevance for the lens launch.

Use-Case Storytelling

Translate each lens into practical shooting scenarios so users understand when, why, and how to use each option.

Clear Path To Product

Connect inspiration content to product cards and CTAs so interest converts into qualified product engagement.

Campaign Performance Snapshot

A launch page designed to turn creator-led attention into product-level buying intent.

20k+

TRIAL SIGNUPS

+45%

CONVERSIONS

10M+

IMPRESSIONS

Section 02 / / The Challenge

Turning Interest Into Purchase Intent

CameraTek had strong product inventory and brand credibility, but this launch needed more than a standard ecommerce layout. The challenge was to present new Canon RF lenses in a way that educated buyers quickly, differentiated each option, and moved users from visual inspiration to confident product action.

Core Problem

The existing product-page format was not built for campaign-led education. High-interest visitors could browse, but the path from “this looks good” to “this is the right lens for my use case” was not clear enough.

PAIN POINTS

Context Gap
Product specs existed, but practical real-world use cases were not consistently framed for automotive creators.
Decision Friction
Users had to do too much interpretation across multiple products before understanding which lens best fit their shooting style.
Conversion Leakage
Attention was present, but the bridge from content engagement to product-level intent needed to be tighter.

The Decision Gap

Interest in the campaign was high, but buyers still needed clearer guidance on which Canon RF lens matched their shooting use case. Without that clarity, product intent weakened before action.

82%

inaccuracy Rate

High content engagement did not consistently translate into product-level action.

Section 03 / / The Strategy

From Campaign Attention To Product Intent

We designed a three-phase strategy that combined creator-led storytelling, practical product education, and conversion-focused page structure to move users from inspiration to action.

Creation Phase

Create

Anchor the campaign around credible context: Jaden’s McLaren 720S shoot and real automotive use cases for the new Canon RF lenses.

Distribute

Translate each lens into practical buyer language so users can quickly understand which option fits their style, scene, and shooting objective.

Distribution Phase

Optimise

Build a clean path from story sections to product cards and CTAs, reducing friction and increasing qualified product-level engagement.

Optimisation Phase

1. Planning and Content Creation

We audited the launch goals, available assets, and customer intent signals to define what the page needed to communicate first, second, and third.

Audience Intent

Asset Audit

Offer Prioritisation

02. Distribution And Monitoring

Defining the hierarchy of information and the user’s navigational path. We build the skeleton of the experience using our proprietary Hayes Framework.

03. Optimisation and reporting

After launch, we tracked engagement and product interaction patterns, then refined messaging and page hierarchy to improve qualified action over time.

Section 04 / / Assets and Deliverables