The original camera for professionals, Nikon was lacking brand love in the growing consumer segment. Over a period of 5 years we worked to built a global network of aspirational ambassadors that changed the way consumers viewed the brand across Asia.
The shift towards lighter, yet high performing camera bodies, and the emergence of mobile services like Instagram and Vsco, has introduced a new type of “casual” photographer on the market.
While Nikon already had a strong relationship with the “professional” photographers, we needed to develop a content strategy that could engage this new generation of aspirational storytellers.
We worked with Nikon over a 5 year period to rebuilt their content ecosystem one story at a time. Based around a new content framework we co-created stories with photographers around the world and delivered these across all of Nikon’s ecosystem.
The result was a much more inclusive, on topic and agile brand that could respond to grassroot developments in global photography, rather than being restricted by their own product release cycle.
Research and landscape audit
Content strategy development
Content production and mangement
For Nikon it was not about reinventing the wheel. Our job was to set a framework and then act as a filter between the creators and the brand ecosystem, ensuring quality and the right message while pushing towards a younger and more daring profile.
Yeow Chin Liang