Nikon fc launch - the curious 7

Launching the Nikon Z fc for a new category consumer through a comprehensive creator partnership and campaign.

The Challenge
Launching the new Nikon Z fc, we needed to convince a new and still learning audience within the category to move beyond the iPhone and level up their creativity with the Nikon Z fc, and hero the colour range of the model. We were also asked to incorporate a competition element into the overarching campaign.


The Idea
We created a social first campaign across Facebook, Instagram, and creator partner channels that inspired a new audience to create with Nikon:

  • Launching The Curious 7 with our hero film, we introduced our suite of 6 professional creators across a range of creative/artistic fields, and used them to begin the search for our 7th (creator and Nikon channels).

  • The 7th Creator was to be found via a competition that asked entrants to get curious with colour as our entry mechanic.

  • Following the announcement of our winner, and our complete Curious 7, all creators shared content that documented their own creative challenge, inspired by the camera colourway they were partnered with.

  • To complete the campaign, our own conversion focused content, utilising images captured on the Nikon Z fc by our creators, was complimented with our creators own product ‘review’ style reflections on their own channels.

The Results

Receiving over 1,500 competition entries, we outperformed expected KPI’s by almost double. This was a key measure for success for the client who were excited also by the quality of entrants from previous competitions. We successfully reached over 5 million across all content, and seen over 16,000 clicks through to the Nikon website. Nikon have also pursued further content partnerships with some of the creators sourced for this campaign.  

The Role I Played
This project was a pitch that came into Wunderman Thompson, in which I led from a creative point of view, and as a team - we won. I then saw the creative and social strategy from beginning to roll-out with the amazing team of Annie House as Social & Content Strategist and the creative team of Laura Fairclough and Jonti Groth.