Our strategy was an extreme journey that would inspire hobbyists, with a credible spokesperson who would also share tips and tricks to bring their photography to the next level, whilst also providing them with a platform to compete and win with their best photographs.

We follow photographer Sacha de Boer on a special expedition to the North Pole. Sacha, a well-known Dutch figure, after having been a news anchor for a long time, gave up her career at the NPO some years ago to become a fulltime photographer.

Sacha de Boer has been to the North pole 8 years ago. At that time she photographed the Inuit, the local inhabitants. Now she returns to see what has happened in the village and the North pole whilst at the same time being confronted with the changes in her own life and the challenges she faces as photographer.

The three mini documentaries became the backbone of the campaign and were released sequentially every 10 days on a custom made platform and within Facebook and YouTube to inspire and inform.

When a new video came out, campaign interested people were informed through digital display that a new episode was available on the platform. On this platform they also gained access to Sacha’s photography, her camera settings and an additional three informative video’s with tips & tricks from Sacha herself. The informative videos were also shown on YouTube through info cards and on Facebook through promotional video’s. This way all the campaign had to offer was showcased as a system through all touchpoints.

We also created a special dedicated publication with the Saturday edition of the daily NRC Handelsblad (highly qualitative Dutch newspaper), which contained the full story, photo content and photography tip’s.

Focus was to increase preference for Nikon brand, especially amongst non-Nikon owners. Our research study showed that 35% of the non-Nikon owners would now consider buying a Nikon camera sooner after having been exposed to the Iamsacha campaign.Besides this, 17% would consider buying a new camera sooner.

A staggering 68% claim that the video’s convey passion for photography, and Nikon profits from this as 69% recall that Nikon was the Sponsor.

Over 450.000 episodes of the mini documentaries have been fully viewed. On YouTube this means 18,4% of the 2.160.000 impressions were fully viewed.

Since these mini documentaries were around 2,5 minutes long, this is a great achievement. The campaign also generated a lot of buzz, which led to Sacha’s invitation on the TV program Pauw (one of the two top late night shows) to talk about here journey as well as media attention on blogs, websites and in magazines.