MWW created the Nikon “Love Letters” integrated campaign to drive positive brand awareness and engagement. Open letters were issued through offline advertising and digital assets to residents of New York City, highlighting reasons why Nikon loves New York. From an offline advertising takeover of “N” line Subway stations and earned media outreach, to social paid and influencer promotion, the MWW campaign drove more than twice the brand favorability lift goal set for the program (11-point increase), generated top-tier media coverage in Buzzfeed, Huffington Post, US and Cool Hunting, and garnered more than 15,000 uses of the campaign hashtag.