Canon

Before integrating Meltwater more deeply into their strategies, Canon’s approach to influencer and social media data was fragmented and often manual. The company relied on agencies to identify creators, track performance, and compile reports for leadership — processes that were time-consuming and often expensive. Canon’s social media team made Meltwater a core piece of their strategic process so they could understand the conversation around the brand, efficiently find the right influencers for their many campaigns, report on those campaigns quickly, and present that data to leadership with confidence.

“We use Meltwater to provide clarity because many campaigns, especially with high-end creators, are one-and-done posts,” Crew says. “We can't get that performance insight unless we use these sorts of tools.”

Meltwater Social Listening & Analytics and Influencer Marketing

Canon’s social media team now rely on Meltwater’s social listening and influencer marketing solutions to help them cut through the noise, find the right partners, and deliver the data insights needed to enhance their performance — and showcase it to leadership.

With Meltwater’s influencer marketing solution, Klear, Canon can identify and vet creators based on key features such as target demographics, content quality, past brand partnerships, and overall brand affinity. The Klear Score available in the solution — which indicates how influential a creator is based on set criteria — also helps Crew and his social team zero in on partners who would be a perfect brand fit for Canon.

An ongoing challenge for Crew has been translating social media performance into clear, actionable insights that senior leadership can quickly grasp. “We use Meltwater to change the conversation with our senior leadership,” Crew says. “We can show impressions, reach, view-through rates, and which audiences we’re actually talking to — it’s all at our fingertips.” With access to real-time data, Canon’s social media team can confidently present reports on campaign performance, audience demographics, and influencer impact — helping leadership better understand what good looks like.

Meltwater’s social listening solution also helps solve another significant challenge for Canon: filtering brand mentions in a noisy online environment where the term “canon” constantly pops up in discussion. “As a term on the internet — think Marvel, Star Trek — everything’s ‘canon’,” Crew says. “Those conversations can be really difficult to understand, so you need a sophisticated tool that can cut through that noise to help you see brand sentiment accurately.”

Powered by AWS Compute architecture, Meltwater’s solutions scale instantly to meet Canon’s dynamic analytic needs, ensuring that they can handle increased demand without downtime. That high performance and low latency enhances the overall user experience, while AWS advanced security features protect data and applications against potential threats. Additionally, AWS storage solutions provide a robust foundation for Meltwater solutions, ensuring data durability and availability.

Results and Benefits

Since making Meltwater a core part of their influencer and social strategies, Canon’s social team has seen a measurable impact in their reporting, efficiency, and cost savings. 

One standout example came during a recent influencer-led product launch. By leveraging Meltwater’s reporting capabilities, Canon was able to quickly demonstrate that the campaign achieved a 37% performance increase compared to Canon’s standard branded content. Klear allowed the team to get a single report with insights into Estimated Media Value (EMV), contractual fulfillment, and campaign impact, so they could validate the success quickly and easily.

Meltwater has also helped Canon drive operational efficiencies and cost reductions. In one case, an agency estimated it would cost approximately $9,000 in fees to manually compile a list of 137 potential influencer partners. But, using Meltwater, Crew consolidated and evaluated the influencer data himself in a matter of minutes, saving nearly $10,000 while demonstrating to his agency partners how to more fully leverage the Meltwater platform.

By providing critical insights, streamlining influencer workflows, and making performance data easily accessible, Meltwater enables Canon’s social media team to drive measurable impact across markets. As Canon continues to elevate its brand, partner with innovative creators, and engage new audiences around the world, Meltwater helps them deliver results. See what Meltwater solutions could do for you.