MWW sought to raise consumer awareness of its Nikon 1 system line of compact interchangeable lens cameras by arming select influencers (called “Guest Stars") with Nikon 1 J1 cameras to capture the everyday small moments that have a huge impact on their lives. MWW/Nikon created the Nikon 1 “Small Moments are Huge" Gallery, an online photo gallery on Facebook designed to leverage the participation of Guest Stars such as Ashton Kutcher, Derek Hough, Hilary Duff, among others, to increase online engagement and generate excitement and buzz around the Nikon 1 product line. Guest Stars posted their “small moments" taken with Nikon 1 J1 cameras, and encouraged consumers to upload their own special moments to the page. In a celebration of the often overlooked moments that people all treasure, Nikon pledged to donate $1 to the Ronald McDonald House for every photo uploaded to the Facebook gallery.Nikon armed select influencers with Nikon 1 cameras to capture every day, small moments that have huge impacts on their lives. Through the posting of their own content, “Guest Stars" encouraged consumers to post their own photos to the online gallery through social networks and increased consumer awareness of the Nikon 1 product. MWW partnered with Olapic Inc. to create a dynamic online Facebook tab/photo gallery where consumers and “Guest Stars" could share their own special moments. The tab was designed to allow users to easily view and share photos as well as upload their own. At launch, actor Ashton Kutcher, former MTV reality stars The Buried Life and tech influencer Brit Morin posted photo galleries and encouraged their followers on Twitter and Facebook to post. Over the course of the program, galleries were also posted from actress Hilary Duff, Derek Hough of “Dancing with the Stars" and entertainment personality Giuliana Rancic. MWW leveraged the participation of these influencers to secure media coverage across a variety of outlets. To further encourage participation and sharing, Nikon also partnered with the Ronald McDonald House of Long Island and pledged to donate $1 for every photo uploaded to the gallery. The “Small Moments Are Huge" photo gallery received more than 4,600 photo uploads to the community gallery. Traffic to the tab was consistent and had more than 588,800 total page views. Nikon was able to directly connect with target consumers while simultaneously promoting the advanced capabilities of the Nikon 1 camera system. MWW successfully engaged relevant consumer targets and raised awareness of the product. MWW secured media coverage with a variety of technology, photo trade, consumer lifestyle and entertainment outlets including featured segments on E! News and Entertainment Tonight, and stories in InTouch Magazine, as well as popular entertainment blogs Pop Sugar and Babble, among others. Additionally, technology-based websites such as GadgeTell, Technorati, TWICE Magazine and Photo Industry Reporter posted articles on the program. In total, the program generated more than 11 million media impressions to date. On December 4, 2012 Nikon posted a special “Thank You Mosaic" featuring all of the photos uploaded to the Nikon 1 “Small Moments are Huge" community gallery. Users can browse all of the community images in a fun and interactive way, search for their own pictures and continue to share some great moments with their friends.
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