Sparking Creativity In A Climate Of Uncertainty

Challenge: When COVID-19 hit in March, brands struggled to reach consumers safely and appropriately. With camera sales becoming the third fastest declining business in the country, Nikon sought to provide content that would bring people together and spark creativity, drive engagement between consumers and brand channels despite user-generated content being hindered by stay-at-home orders and reach new users and drive traffic to NIkonUSA.com.

Approach: Media and consumers were craving inspirational and positive content amidst a never-ending cycle of pandemic news.

Action:

  • Launched “Creator’s Hour” content series on Nikon’s website and social channels—a robust calendar of activities and challenges that could be accomplished from home
  • Removed Nikon School Online paywall in April & May (10 free classes that are typically $15-$50 each)
  • Managed content pivot with influencer network & cross-promoted content on social with paid support to reach a new audience

Impact:

  • 322% increase in site traffic to NikonUSA.com during April as compared to the previous month
  • 12% increase in e-comm transaction volume while the rest of the industry was declining
  • Welcomed Nikon newsletter sign-ups increased 19,875% MoM (5,339 email sign-ups in March vs. 1,066,458 email sign-ups in April)
  • Reached target audience through earned coverage of free Nikon School Online classes and Creator’s Hour with wide variety of top-tier media which sustained past initial launch. Coverage included links to NikonUSA to take advantage of the free classes, ranging from trade publications such as Adweek, Travel + Leisure, Hello Giggles, PetaPixel, Men’s Health, to mainstream media in Rolling Stone, PopSugar, and USA Today 10Best