In order to create more awareness for their Nikon cameras and NIKKOR lenses and generate a stronger emotional connection with their target audiences, Nikon Europe asked Edelman to develop a non-traditional, Pan-European influencer campaign. After analysing 270.000 photos, we found that Nikon camera owners stood out in terms of engagement with a purpose; photos made with Nikon cameras are often about capturing reality instead of simply taking pretty pictures of beaches and people.


Based on this insight, we developed a campaign that is all about creating new points of view: with #Lensonlife we first teamed up a set of upcoming photographers with social media influencers from other markets. These teams were then challenged to combine their visions and skills to provide new perspectives on certain societal issues. Together they uncovered new perspectives on food waste and wealth gap, and inspired others to look at life through different lenses.


We created several social media content formats which were not only shared by the influencers but also amplified through Nikon’s own channels. By doing so, we received over 7.7 million impressions on social media, as well as 43k clicks on local market blogs. Additionally, our influencers scored more than 130k impressions and over 60,876 engagements.