CREATIVE EXECUTION:

The campaign was divided into 3 phrases:

Create awareness and interest - with the launch of the film, we first asked people whom they were waiting for in the coming reunion. We created an online platform and motivated people to share their thoughts about the family reunion and importance of coming together by using the 'family portrait with the missing member' as a trigger.

Create engagement – we encouraged people to express their desire to have a soulful family portrait for this New Year. We showcased the family portraits that people shared online

Nikon achieved 3 times more engagement performance with 13% of last year’s campaign media budget.

Campaign film received 1,874,607 views, voted as 1 of the most touching CNY brand films.

3,520,812 topic conversations indicated strong public interest.

53% conversations mentioned people will take a family portrait or done because of the campaign.

471,258 consumers shared family portraits/stories with Nikon

PR value estimated to be more than US$2M.

Its D-SLR category sales grew by 5.5% in campaign month, turned around 90-day consecutive negative-growth. It made this year’s media investment 4.35 times more effective. Nikon's total market share moves from 24.9%to26%.