In 2021, Canon introduced the world’s first digital interchangeable dual fisheye lens for stereoscopic 3D 180° VR capture in 8K. Utilizing state-of-the-art technology, the Canon RF 5.2mm f/2.8 lens allows for simplified post-production, precision focus control, subwavelength structure coating, and other exciting features for both amateur and professional photographers.  

 

Blueliner orchestrated and executed a multi-faceted marketing and social media campaign to accompany the launch of the lens. They delineated the target audience into three categories—professionals, VR Enthusiasts, and Canon users—and provided curated content for each segment. The campaign included the optimization of photo and video assets for use on Facebook, Instagram, YouTube, and Google Display, as well as the creation of three dedicated landing pages calibrated to the three market segments. 

 

Upon release, the lens immediately sold out, and was on back-order for over a year.