The camera market has undergone a big shift as mirrorless cameras overtake traditional DSLRs. With a new generation focused on creating top-notch digital and social content, mirrorless cameras are pivotal to reach this new wave of creators, and the mirrorless market is projected to grow consistently for the foreseeable future.
For decades, Nikon was the camera brand everyone wanted, thanks to its ahead-of-its-time breakthroughs. Things shifted when Apple launched the iPhone, sparking a ripple effect that saw Sony release the first mirrorless camera—leaving Nikon trailing behind, despite still superior DSLRs. Even though Nikon has launched 12 mirrorless cameras over the past six years, the brand only captured 13% of the market according to Nikkei's 2023 data. Despite introducing innovative technology, Nikon struggled to win over younger photographers and filmmakers, who often perceived the brand as irrelevant to their interests.
With the launch of the Z6III in June 2024, Nikon was set to leap forward, offering cutting-edge features that outclass both its competitors and smartphones, positioning it as the game-changer for the next generation of creators, designed to bridge the gap for both photographers and videographers wanting top-tier features. With an upgraded autofocus system, better image stabilization, and enhanced video capabilities--the Z6III is built to win over digital natives who've been leaning toward competitors.
To shift perceptions of Nikon and boost interest in the Z6III, we organized a targeted event for creators who were least likely to use Nikon's mirrorless cameras--to build credibility and drive purchase consideration among this key demographic.
We orchestrated a dynamic brand event to engage top influencers and key opinion leaders while creating buzz across owned channels. But this creator event featured a strategic twist: we intentionally invited influencers who were least likely to adopt Nikon cameras. By winning over this critical demographic, we could reshape our position in the market. The event was perfectly timed between the Z6III’s announcement and its release, a critical window to spark online conversation, while driving excitement, interest, and purchase intent.
The exclusive, multi-day, hands-on experience gave influencers access to the Z6III, key Nikon spokespeople, and professional Nikon ambassadors, who mentored participants, answered questions, and shared tips for capturing stunning shots tailored to their unique styles, knowing this group would be especially challenging to convert to Nikon users. With our event just before the 2024 Summer Olympics, Park City, Utah was chosen as the perfect setting to connect with the excitement around sports and movement—key themes for our Z6III camera. Park City’s active culture, plus ties to the Sundance Film Festival, made it a natural fit for our creative audience.
We brought together a diverse mix of 15 photographers and videographers, handpicked to represent the full spectrum of the target for this camera--each representing one of five key archetypes: sports, weddings, short films, travel, and portraiture, which perfectly matched the advanced features of the Nikon Z6III, allowing us to showcase what the camera can do.
We seized the opportunity to build strong relationships with the influential filmmakers, DPs, and photographers by giving them early access. Invitations were sent under NDA before the camera's announcement, with minimal details revealed beyond the event dates to create excitement and exclusivity. Once news went public, we followed up with guests, sharing the event location, itinerary, and notifying them that they’d be the first to receive early units.
We coordinated with Nikon to ensure all guests received their cameras and lenses ahead of time, along with guidelines for engaging with the brand using hashtags like #NikonZ6III and #NikonCreators. This led to immediate unboxing posts and first-look content, with influencers expressing excitement about the event.
We focused on three things on-site: location, activities, and participants. Park City’s landscapes inspired our creators to push the Z6III’s advanced features, like faster autofocus and video capabilities. We set up fast-paced activities and unique shoots, giving everyone a chance to create content that reflected their style and try new techniques with the camera.
Our in-house content team also attended, capturing behind-the-scenes footage, interviews, and product demonstrations, ensuring every guest was featured using the Z6III in real-world scenarios. We interviewed attendees to capture first impressions for Nikon's social channels, all allowing influencers to craft their own narratives while providing Nikon with content for social media, paid ads, and future campaigns, keeping the momentum going long after the event ended.
In three days, we fostered creativity and collaboration while meeting our key objectives: showcasing the Z6III’s power for capturing movement, building relationships for future collaborations, and encouraging organic content sharing that resonated with influencers.
Creators Camp far exceeded our social media reach goals with over 330 posts from our guests across Instagram, TikTok and YouTube, and, most importantly, transformed brand perception. Every attendee, including those who had never used Nikon before, reported that they would recommend the Z6III to fellow creators. Remarkably, 33% of participants—handpicked as the toughest critics and least likely Nikon converts—embraced the brand wholeheartedly.
This event connected us with influential stakeholders and helped us tap into a younger demographic that had previously overlooked the brand. The buzz generated was undeniable: during the four-week period surrounding the launch, Nikon's newest model outperformed its rivals on all major platforms, claiming 59% of the share of voice against competitors like Sony's A7IV and Canon's EOS R6 Mark II.
Attendees are still sharing the amazing content they captured in Park City to this day, highlighting the camera's incredible features to their growing audiences. This ongoing buzz is helping us connect with a fresh crowd of younger photographers and filmmakers, keeping the excitement for the Z6III alive long after Creators Camp.
Creators Camp was exactly what Nikon needed. It not only boosted our brand among key influencers but also sparked a lasting conversation about the Z6III, making Nikon the go-to choice for creators looking for top-notch technology and performance.
