Nikon appointed creative agency Born Social its
full-service social-media AOR in the U.S. after a competitive review.
Born Social is responsible for social strategy, education-led creative, content production and paid social boosting.
Nikon’s customers will learn of the latest mirrorless technologies, as well as advanced and creative tips and techniques.
The target audience is twofold: existing users and a younger
demo accustomed to smartphone photography but looking for more sophisticated tools. First work is expected in April.
Nikon will also highlight its acquisition of RED, the cinema brand,
and the launch of its Z Cinema line. The agency's work for Nikon will be shot on the brand’s equipment. The remit is to strengthen the brand's visibility in photography and cinema.
Paddy Smith, Chief Creative Officer, Born Social, said: “Nikon is one of the world’s most iconic creative brands — a dream fit for a social-first creative agency. The challenge
ahead is incredibly rich: shifting behaviors, reframing long-held perceptions and inspiring a new generation of creators to see what’s possible with Nikon. With the acquisition of RED placing
Nikon at a pivotal moment in the industry, we’re excited to help shape that cultural narrative through social.”
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Nikon Inc. distributes consumer and professional Z Series mirrorless
cameras, digital SLR cameras, CoolPix compact digital cameras, various Nikkor and Nikkor Z lenses, Speedlights and system accessories.
The win builds on Born Social and parent company
Croud’s momentum in the U.S., after winning Chapstick last year.
Gina Smeraldi, senior manager, Nikon, added: “We were impressed by Born Social's creator expertise, their
understanding of community behavior and their ability to scale content in a way that supports our ambitions across both photography and film.”
As part of the agency’s U.S. growth
strategy, Chief Creative Officer Paddy Smith and Sarah Rainford, vice president, clients and new business, are now in the New York office.