Helping Nikon Reach a New Generation of Creators
Helping Nikon Reach a New Generation of Creators
Supporting both brand and product priorities across earned, owned and paid media, we drive conversation, engagement and sales.
Challenge: Create relevance among new users for a seasoned brand in a highly competitive category.
Approach:
- Support product launches, including exclusive NDA media briefings, product reviews program and sustaining outreach leveraging seasonal and timely earned media opportunities
- Develop and execute award-winning social and paid media campaigns leveraging original content, Nikon Ambassadors and contracted influencers to drive awareness and engagement
- Create original content to connect with target consumers across existing and emerging platforms
- Manage a robust influencer relations program leveraging social influencers and Nikon photographers to highlight priority products, support key initiatives, reach new users and drive conversation and engagement with the brand
- Ideate and execute live experiences to introduce new users to the brand, offer media and influencers exclusive hands-on time with new products and drive conversation and coverage for Nikon
- Provide counsel on any product and business issues that may arise as well as on larger corporate/ social issues that are important and relevant to our consumers (e.g. BLM)
Impact:
- Generated steady cadence of earned media placements for priority Nikon products in industry, trade and consumer lifestyle outlets including top-tier gift guide and seasonal roundup hits during the key holiday buying period
- Partnered with 80+ content creators and Nikon photographers over the past three years highlighting the Nikon Z series gear and generating more than 47.8 million impressions, 13.4 million video views, and 515k engagements – many of which indicated purchase intent
- Produced and shared original content across Nikon’s priority social channels, YouTube, Instagram, Twitter, Facebook and TikTok
- Leveraged paid to reach new users across platforms contributing to over 70,000 followers to Nikon’s new Tik Tok channel in six months.
- Hosted live creator events inviting creators to capture and share content using Nikon gear
