Campaign: I Am Generation Image
Agency mix: McCann Erickson New York (creative); MWW (PR and social); MRM/McCann (website design); Initiative (media strategy); ID Media (digital)
In-house team: Lisa Baxt, associate GM of comms; Jillian Cutrone, comms manager; Emily Georgalas, assistant manager of comms; and Alyson Joubert, assistant comms manager
Budget: $5 million to $7 million
With the launch of its first completely digital campaign, Nikon is looking to not only raise brand awareness, but also engage what it is calling the first generation of people communicating visually.
The idea for the I Am Generation Image initiative, which launched in November 2014 and will run through spring 2015, came from Nikon research that shows how people today use more images and videos to share their emotions, says Lisa Baxt, associate GM of comms for the company.
To showcase how "our camera is your voice," Nikon is featuring content on the campaign’s microsite from a select group of people with unique personalities, explains Baxt. All of the individuals are including #IAmGenerationImage with their social content. Nikon has invited consumers to share their images, too.
In early 2015, the brand will launch a digital contest called #IAMNEXT, where the public will select the next person they think should be featured in the campaign. MWW, which is handling PR and social for the effort, will support the contest.
Going forward, Nikon plans on adding more representatives to the website, as well as interactive galleries featuring user-generated content.
"Nikon is defining this generation that we are all a part of," adds Baxt. "The people chosen for Generation Image are not professional photographers – they are passionate and have great stories to share."
Tara Naughton, EVP and East Coast consumer practice leader at MWW, says the firm is engaging a wide range of media and bloggers because the campaign’s content captures a variety of passion points and topics. The effort is also being promoted through video content and digital advertising and the brand is sharing assets across Nikon’s social platforms.
On Twitter, the @NikonUSA handle has more than 140,000 followers and the company’s Facebook page has more than 8 million fans.