Company: MikeWorldWide, New York, NY
Company Description: Thirty-eight-years young, MikeWorldWide is among the world’s leading independent, integrated PR agencies with five offices across the US, LATAM, and the UK. Powered by data and guided by insights, intellect and human instincts, the agency leans heavily into a digitally-led, content-driven approach to ignite influence and impact to help organizations matter more to those who matter most.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Brand Experience of the Year - Consumer
 Nomination Title: Nikon’s Z6III: Redefining Mirrorless for a New Generation of Creators
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
5/1/24
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 211 words used.
The launch of the Nikon Z6III marked a pivotal moment for the brand, aiming to reclaim relevance in a fiercely competitive mirrorless camera market. While Nikon holds a strong legacy in DSLR photography, it lagged behind competitors like Sony and Canon in the mirrorless space and among younger creators. With only 13% market share and lingering perception challenges, Nikon needed a cultural reset.
The Z6III was engineered to bridge the gap: pro-level capabilities packed into a lightweight, creator-friendly body. But launching new hardware wasn't enough—Nikon needed to change how people felt about the brand. To do this, we turned to influencers not traditionally aligned with Nikon and crafted a brand experience that would inspire authentic content and shift sentiment in real time.
We built a campaign designed around the insight that younger creators value gear that performs—but also brands that *get them*. Our solution? An immersive Nikon Creators Camp in Park City, Utah, strategically timed between product announcement and sales launch. We hand-selected 15 creators from across key visual genres—sports, travel, wedding, portrait, and short film—and gave them exclusive access to the Z6III, supported by Nikon ambassadors and a powerful storytelling environment.
The goal was simple but ambitious: change minds, build advocates, and fuel authentic excitement across social media and beyond.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 221 words used.
To ensure the Nikon Z6III broke through with new audiences, we created a multi-day hands-on experience tailored to creators who might otherwise overlook the brand. Our strategy focused on three key elements: audience, environment, and narrative.
We identified 15 influential photographers and videographers across five archetypes that best align with the Z6III’s technical strengths. Our selection process emphasized creators least likely to use Nikon but most likely to shift perceptions if inspired. The timing—post-announcement, pre-sales—allowed us to maximize share of voice during a high-interest window.
Location was critical. Park City’s Olympic heritage, action-packed settings, and Sundance Film Festival ties made it ideal for showcasing movement, storytelling, and cinematic capability—all perfect fits for the Z6III’s upgraded autofocus, stabilization, and 6K video. The itinerary was built for dynamic shooting: skateparks, biking trails, and landscape vistas.
To support creators, we paired them with Nikon Ambassadors Rod Mar and Corey Rich for in-field mentorship, creating a bridge between brand heritage and fresh perspectives. Nikon staff were on-site to ensure creators explored all camera features and had the tools they needed to produce standout content.
We combined exclusivity with organic collaboration. Early camera units shipped in advance under NDA, creating buzz before the event. The result was a real-time, co-creative content machine that allowed Nikon to insert itself directly into creator culture—with authenticity, energy, and relevance.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2023. Even if your initiative started before 2023, limit your response to activities and results since the beginning of 2023 only (up to 250 words):
Total 229 words used.
The Nikon Creators Camp surpassed expectations across all key performance measures—and most importantly, changed hearts and minds.
All 15 attendees, including those who had never used Nikon before, said they would recommend the Z6III to other creators. Remarkably, 33% have fully switched to Nikon’s Z-series cameras, leaving competitor gear behind. That’s not just buzz—that’s conversion.
The event sparked over 330 organic posts across TikTok, Instagram, and YouTube. Social buzz translated to market impact: during the four-week launch window, the Nikon Z6III captured 59% share of voice against Sony A7IV and Canon R6 Mark II across key platforms.
The impact extended beyond the event. Content continues to roll out from attendees, showcasing the Z6III’s real-world performance and sustaining momentum. Nikon’s own channels saw a 177% overperformance in impressions from Instagram Reels, thanks to 10+ collaborative posts from creators.
From a brand health perspective, the shift was measurable. Feedback from post-event surveys and direct interviews showed a dramatic change in how Nikon is perceived: “innovative,” “creator-friendly,” and “relevant” replaced old perceptions like “outdated” or “for pros only.”
Most importantly, the campaign became a springboard for future collaborations. Nikon now has an active pipeline of influencers eager to co-create and engage—with the Z6III serving as the breakthrough moment that made them believers.
The Nikon Z6III didn’t just launch a product—it reintroduced a brand to the next generation of creators.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 31 words used.
MWW/ Nikon sizzle: https://www.instagram.com/reel/C8-VZ5_PekN/?igsh=MW5sZDJid2xsM2hydg==
Creator content:
https://www.instagram.com/reel/C8pizkvRurT/?igsh=MW81eDViNXJpNTNzcA==
https://www.instagram.com/p/C8ui2fPPWt9/
https://www.instagram.com/p/C-Xw_GPJGEz/
https://www.instagram.com/reel/C8rt7sgghSy/
https://www.instagram.com/p/C84eACJObY8/
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