Empowering the Photography Community
IntroJanuary 2018 - March 2023
Our client Nikon is a leading provider of imaging products and services. With more than 100 years of experience, Nikon’s optical technology sets new standards in design and performance, from consumer to professional cameras, and lenses to system accessories. The brand is recognised worldwide and Nikon’s revolutionary Z-series system cameras and NIKKOR Z lenses represent a new dimension in optical quality. Their motto is: Unlock the future with the power of light.
The challenge was to use social media to connect with Nikon equipment users, photography fans and (amateur) photographers who want to share their work with a wider audience.
Nikon chose RIFF because our staff could combine the technical side with creativity and engaging conversations with fans, in a multi-client solution due to very limited hours.
Nikon became part of our multi-client solution, with our agents working for Nikon and another RIFF client on the same day. This allowed Nikon to take up just three hours per weekday, whilst still filling a real workday for the agents by combining it with the other clients they were working for. By working in a multi-client team, our agents proved their flexibility. Even with a limited number of hours from Nikon, RIFF knows how to provide a suitable tailor-made solution.
The Nikon community has evolved significantly in recent years, from mainly amateur photographers looking for an entry-level DSLR to a highly experienced, knowledgeable and professional audience. Their customers have high standards and want to feel that they are speaking with someone who really knows what they are talking about. Whether it was a product question, a complaint or a nice reaction to a photo, RIFF provided the solution. That is why the RIFF team was made up entirely of (amateur) photographers who knew exactly what the target audience is like and what it is like to want to get the best out of your (Nikon) camera. They understood the story behind certain questions or feedback and were able to respond sincerely to impressive photos from the community.
As a partner of Nikon, we are proud to work with a leading provider of imaging products and services. Nikon's optical technologies, from consumer cameras to professional equipment, set new standards in design and performance. We understand Nikon's challenge to connect with all users who want to share their work with a wider audience.
Powerful Lens on Engagement The solution
The Nikon Netherlands team was seen as an example of community management within Nikon Europe, particularly in the field of creative involvement. The strategy for setting up the system in Salesforce was also adopted by other countries. In one successful case at the end of 2021, Nikon ran a campaign with three photographers as ambassadors. A community member commented that he was disappointed that three white photographers had been chosen. The RIFF agent flagged the comment and immediately contacted Nikon. The comment got the Dutch and European Nikon teams thinking and they agreed that the community member had a good point. While RIFF wrote a statement, the European campaign was taken offline, and the discussion was escalated to the Japanese headquarters. Nikon decided to adjust not only the campaign, but its entire content strategy. RIFF also responded to the comment, addressing the community member’s concerns.