Oh snap!

Frame by frame, Nikon zooms in on Gen Z via TikTok.

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Challenge

Nikon, an original photography GOAT, realized they couldn't carry this prized status with Gen Z, trailing behind competitors. But hey, we love a good challenge.

For decades, Nikon has been the go-to choice for aspiring photographers. But, despite the high brand awareness, the Japanese manufacturer realized they couldn't carry this prized status with Gen Z. In fact, the consideration for purchase was lower than its competitors. But hey, we love a good challenge.

Solution

A little bit to the left… closer to the right. Perfect! We repositioned Nikon as a TikTok-first challenger brand.

We partnered with top European photography creators and infused Gen Z's humor into our brand profile.

By testing 15 formats with multiple videos each, we hunted for content gold.

Solution

A little bit to the left… closer to the right. Perfect! We repositioned Nikon as a TikTok-first challenger brand. While we partnered with leading photography creators in Europe (obviously), we also turned the brand profile into a platform for the humorous creativity and relatable self-irony that epitomizes Gen Z. We took our format strategy to a new level and tested up to 15 formats (e.g. what I see vs what my Nikon sees) with 5-10 videos each before scaling. And, for the finishing touch, our outbound community management took over the comment sections, leaving cheeky replies.

Results

After six months:

17%

uplift in
unaided brand
awareness

+5%

uplift in
purchase intent
among Gen Z

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Results

Within the first months, the brand engagement rate skyrocketed by 159% to 337% in total. We also generated 100x more followers compared to previous months. However, what really made us pop bottles, is that we established the most successful post since the  launch of the profile.

+17%

uplift in unaided brand awareness

+5%

uplift in purchase intent among Gen Z

Back to cases

Oh snap!

Challenge

Solution

Solution

Results

17%

+5%

Results

+17%

+5%

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