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As smartphones continue to erode sales of cameras and equipment, traditional brands are building digital platforms that double as marketing assets. Today, Canon launched the multi-year "See Impossible" campaign, shifting the marketing focus away from products and onto customers' stories.
Canon's campaign centers around a new microsite, which houses a series of digital videos that highlight how customers use a range of products. One 45-second clip shows how an author used the technology to self-publish her book.
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