MWW Group Wins Two Bulldog Awards
We are pleased to announce MWW Group has won two Bulldog Awards for the following campaigns:
Nikon D90 – Creating the Phenomenon in the category Best New Product Launch (Consumer)
Print, broadcast and online, MWW Group turned the Nikon D90 digital SLR camera into a worldwide phenomenon over night. Despite competitive announcements, product leaks and working with international timelines, we prepared a strategic plan that ensured the D90 received a massive amount of coverage across all mediums, starting with the launch day and continuing well through the holiday buying season.
Beginning with an aggressive and highly-strategic media relations campaign that focused on the strengths of the camera, we created targeted message points that varied depending on the type of publication. The campaign eclipsed all competition to produce overwhelmingly positive reviews in major trade, technology, consumer media, broadcast and online sources ranging from Popular Photography, The New York Times, CNBC, Time Magazine and CNET, among many others.
The effort generated more than 80 million media impressions within 60 days of launch and propelled Nikon to the number one position in market share, far above all other digital camera manufacturers.
Look Good in Pictures: Nikon’s How to Series with Carson Kressley in the category of Best Use of Broadcast Video/Internet (Business/Consumer)
What happens when you take an uninhibited reality TV star, add people’s universal fear of picture taking and launch a never before attempted campaign with one of the world’s most respected brands? The answer is Look Good in Pictures (www.LookGoodinPictures.com): Nikon’s How to Series with Carson Kressley, an extraordinarily unique online and social media episode series.
As the only campaign of its kind, Carson Kressley partners with acclaimed photographers and stylists in more than 30 webisodes to give people real, practical advice on how to embrace photogenic qualities in a variety of everyday situations such as vacations, newborns and weddings. Look Good in Pictures uses entertainment value, humor and practicality to show people how to look better in their photos and be more comfortable in front of the camera. Nikon’s heritage helped those behind the lens take exceptional photos with the touch of a button. The dynamic and strategic campaign takes the experience further by helping those in front of the camera.
The Look Good in Pictures campaign resulted in more than 105 million in circulation (monthly traffic), 100,000 visitors to the site, and presents visitors with real life moments and practical, easy-to-use tips. In addition to providing useful advice, the program built awareness for Nikon among a key audience as the brand that makes being photographed fun.
