Nikon Corporation is a company that manufactures and sells optical instruments, including imaging products, microscope solutions, semiconductor lithography systems, and industrial metrology solutions.
This spring, Nikon launched a new flagship camera – Nikon D7500 DSLR. The task for the local agencies around the world was to adapt advertising campaigns for the local markets.
Goals
To promote Nikon D7500 DSLR among the target audience on Facebook;
To drive targeted traffic (photographers and fans of the brand) to the website.
Tasks
To adapt Nikon’s marketing campaign for the Ukrainian market;
To support the campaign with a non-standard communication channel;
To increase the coverage among the target audience and bring users to the site.
Target audience
Geography:
Ukraine
Age group:
25 — 44
Interests:
photography
and cameras
Behavior:
photos
upload
Instruments
The team has selected Facebook Canvas as the main promotional instrument. This format is a logical follower of the Facebook’s Carousel format, which allows viewing several photos of an advertised product.
Canvas, in turn, enables to show the full-screen advertisements to the target audience with the possibility to scroll, watch videos, and interact in other ways.
Benefits of Canvas:
Storytelling. Canvas allows you to tell the story of your product or brand consistently,
creating a consistent user experience.
Adaptability. The instrument is displayed in the same way on every mobile device,
regardless of axis and resolution.
Interactive. You can involve the users into your story using the Canvas tools:
Carousel, active buttons, video, and panorama.
Facebook Canvas Ads
Solution
To promote the Nikon D7500 DSLR, we used all available Canvas tools:
Video
The video showed the possibilities of the camera for popular music.
Tips
Tell the user to turn the device around.
Slide show
Horizontal arrangement of the Canvas elements allows users to see the entire image, for example, a beautiful panoramic photo by Nikon.
Сontrast transition from photo to text allows users to concentrate on the message about features of the new camera.
Carousel in the Canvas performs two functions: it continues the story of the characters from the first video and also tells the users about the advantages of the new camera.
Every photo in the carousel is an example of the functional features of the camera.
Short text together with the photo allows evaluating the functional of D7500.
One photo reveals one distinguishing feature of the camera.
Concise, thoughtful copyright does not overload the Canvas with advertising materials and allows to fully appreciate the visual component.
Adaptivity of Canvas allows to upload a photo of almost any format.
It’s time. Make an unrivaled photo with the new #NikonD7500.
A large panoramic picture puts an end to the story by showing the camera itself and the link to the site.
Results
Facebook Canvas has shown itself as an effective tool able to support traditional digital marketing instruments. It has helped the marketing team attract the target audience and increase the website visits.
Results
The place for performance among the
of all countries that launched canvas
on local markets
Depth of view
Cost per click
The number of visits
to the website
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