Nikon: WHO ARE YOU WITH NIKON?

Credits & Description:

Category: Best Use of Social Media Marketing

Advertiser: NIKON

Product/Service: CAMERA

Date of First Appearance: Aug 26 2010

Entrant Company: MEDIACOM, London, UNITED KINGDOM

Entry URL: http://blog.iamnikon.com

: Nikolina Micic (Jung Von Matt)

Head of Social: Ryan Visser (Brands2Life)

Senior Account Director: Andre Labadie (Brands2Life)

International Account Manager: Nick Palmer (MediaCom)

Content Planner: Tom Saunter (MediaCom)

Media placement: Social Media - Facebook, Flickr - 26/08/2010

Media placement: Mixed Digital Placements - Flickr - 26/08/2010

Media placement: Mixed Digital Placements - Yahoo! Network - 26/08/2010

Media placement: ‘Like Ads’ - Facebook - 13/09/2010

Media placement: ‘Fan Ads’ - Facebook - 13/09/2010



Insights, Strategy & the Idea

Nikon is a byword for photographic excellence. Unfortunately the brand’s popularity with professionals was driving away casual photographers.



Despite having 35% of the DSLR market, Nikon has just 8% of the EU compact market.



Nikon’s quality and reputation was a barrier to purchase – too technical, expensive and boring to use. It needed an emotional connection with consumers.



We knew that digital has revolutionised photography: It has democratised it. All you need is a cheap camera phone and you are a photographer.



The internet has also made it easier than ever to share our digital photos. In fact the key reason for taking photos is now the ability to share via Facebook, Twitter, email, blogs and other digital platforms.



Nikon could enable sharing. It could give photographers a platform to share their pictures not just with friends and family.



Nikon would let them show their images to the world.



Creative Execution

Surprising as it sounds, no major photography brand had really got to grips with social media until this campaign.



Nikon created a twin-track strategy designed to hit its two key target audiences: casual snappers and serious amateurs.



Using Facebook for compact users and Flickr for the semi-pro DSLR users we created platforms designed to celebrate consumers’ photographs, taken with ANY camera. We encouraged consumers to share their images with the world, creating a democratic platform for a democratic art form.



We gave consumers advice on the best way to take better pictures as well as news about Nikon’s new products.



And we incentivised them with a competition to record the world around them, upload the results and share them with fellow photo fans.



The competition was judged by “likes” on Facebook and by big name pros on Flickr, encouraging our targets to tell the world Who They Were With Nikon.



Results and Effectiveness

Going social has connected Nikon with hundreds of thousands of new fans.



We attracted more than 560,000 unique visitors on Facebook and users have uploaded nearly 40,000 Photos and have “liked” entries 260,000 times. The Facebook fan page continues to grow and now has 81,000 fans.



On Flickr our group is already in the top 2% in terms of group size, with more than 9,000 members.



This campaign contributed to a doubling of Nikon’s compact share in its six biggest EU markets.