Content area
Full Text
Company: Nikon Agency: MWW Timeframe: June 2012 - December 2012
Nikon 1 was ready for its close-up. The latest camera line from Nikon debuted in late 2011, accompanied by a TV ad campaign featuring Ashton Kutcher, while the camera landed on store shelves soon after. Nikon Communications was eager to maintain the momentum of the TV campaign, but also raise consumer awareness about the Nikon 1 model, which sits in the middle of point-and-shoot cameras and DSLR cameras, which combine the optics of a single-lens reflex camera with a digital imaging sensor.
To plug the product, Nikon wanted to focus its message on how the camera is able to capture the everyday moments that have a huge impact on consumers' lives.
Working with PR agency MWW, Nikon in June 2012 created the Nikon 1 "Small Moments are Huge" program, an online photo gallery on Facebook designed to spread the word by leveraging the participation of "Guest Stars," such as Kutcher, Derek Hough and Hilary Duff, as well as consumers.
The campaign, which captured PR News' Social Media Icon Award for the category of Facebook: Contest/Games, had three specific objectives:
- Increase online engagement about the Nikon 1 produce line.
- Generate buzz around the product.
- For every photo uploaded to the gallery, Nikon would donate $1 to the Ronald McDonald House.
While there's a cottage industry about the merits of Facebook--and what the social networking site means for our privacy, not to mention Western civilization--it's undeniable that Facebook is an effective media vehicle for posting and sharing photos, particularly for brands that traffic in the photography sector.
A NEW CLICK
"It was really important to create broad awareness because it was something that consumers hasn't seen before from Nikon," said Tara Naughton, executive VP in the consumer marketing division of MWW. The program "was really about showing people this camera and making it relevant to how and what they might shoot in their personal lives."
Since the demo for the camera line skews a bit younger than Nikon's traditional audience, a key aspect of the campaign was to recruit celebrities who could appeal to people who are socially engaged and often share content via various social networks like...